1. Ad Claims

2. Definition
An Ad Claim is the verbal or print part of an ad which makes a claim of superiority.

3. 8 Types of Advertising Claims
The Weasel Claim
The Unfinished Claim
The “We’re different and unique” Claim
The “Water is We” Claim
The Endorsement or Testimonial/ Appeal to Autority
The Rhetorical Question
The Scientific or Statistical Claim
The “Compliment the Consumer” Claim
(To create the necessary illusion of superiority, advertisers usually resort to one or more techniques.  Each is common and easy to identify.)

4. The Weasel Claim
A weasel word is a modifier that practically negates the claim that follows.  Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels.
Commonly Used “weasel words”
"helps" (the champion weasel)
"like" (used in a comparative sense)
"virtual" or "virtually"
"acts" or "works"
"can be,"
"up to,"
"as much as,"
"refreshes,"
"comforts,"

5. Here are some samples of weasel claims:
1.) “Helps control dandruff symptoms with regular use."
Weasels include "helps control," and possibly even "symptoms" and "regular use." The claim is not "stops dandruff."
2.) "Only half the price of many color sets."
"Many" is the weasel. The claim gives the impression that the set is inexpensive.
3.) "Leaves dishes virtually spotless."
We have seen so many ad claims that we have learned to tune out weasels. We are supposed to think "spotless" rather than "virtually spotless.“
4.) "Listerine fights bad breath.'
"Fights", not "stops.“
5.) "Hot Nestles cocoa is the very best."
Remember the "best" and "better" routine.

6. The Unfinished Claim
The Ad claims the product is better, or has more of something but does not finish the comparison.
Examples:
1.) "Magnavox gives you more."
More what?
2.) "Anacin: Twice as much of the pain reliever doctors recommend most.“
Twice as much as what pain reliever?
3.) "Ford LTD --700% quieter"
When the FTC asked Ford to substantiate this claim, Ford revealed that they meant the inside of the Ford was 700% quieter than the outside.

7. “We’re diff. and unique” Claim
This claim states simply that there is nothing else quite like the product advertised. 
For example, if Schlitz would add pink food coloring to its beer, they could say "there’s nothing like new pink Schlitz".  The uniqueness claim is supposed to be interpreted as a claim to superiority.
Examples:
1.) "There’s no other mascara like it."
2.) "Only Doral has this unique filter system."
3.) "If it doesn’t say Goodyear, it can’t be polyglas."
Polyglas is a trade name copyrighted by Goodyear. Other tire companies could make a tire identical to the Goodyear one but couldn’t call is "polyglas" - a name for fiberglass belts.

8. The “Water is Wet” Claim
This technique claims something about the product that is true for any brand in that product category, for example,  "Schrank’s water is really wet." 
This is usually a statement of fact, but not a real advantage over the competition.
Examples:
1.) "Mobil: the detergent gasoline"
Any gasoline acts as a cleaning agent.
2.) "Great Lash greatly increases the diameter of every lash."
3.) "Rheingold, the natural beer"
It is made from grains and water, as are other beers
4.) "SKIN smells differently on everyone"
As do many perfumes

9. The Endorsement/ Testimonial Claim
A celebrity or authority who appears in an ad to lends his/her stellar qualities to a product. They will claim to use the product but rarely do. **This can also mean a regular person gives a testimonial as well** “not an actor” in lawyer ads. Examples: 1.) “Tiger Woods uses Muskox aftershave because he demands the best!” 2.) Proactiv Acne Solution has used Jessica Simpson and others to endorse.

10. The Rhetorical Question
This technique demands a response from the audience. A question is asked and the viewer/listener is supposed to answer in such a way as to affirm the product’s goodness.
Examples:
“Plymouth--isn’t that the kind of car America wants?”
“Shouldn’t your family be drinking Hawaiian Punch?”
“Wouldn’t you rather be driving a Buick?”
“Touch of Sweden: could your hands use a small miracle?”

11. The Scientific/ Statistical Claim
This method uses some sort of scientific proof or experiment, very specific numbers, or an impressive mystery ingredient.
Examples:
1.) "Wonderbread helps to build strong bodies 12 ways."
Even the weasel "helps" did not prevent the FTC from demanding this claim be withdrawn.  Note that the use of the number 12 makes the claim far more believable than if it were taken out.
2.) "Easy off has 33% more cleaning power than another popular brand."
"Another popular brand" often translates as some other kind of oven cleaner sold elsewhere. The claim does not say Easy Off works 33% better.
3.) "Certs contains a sparkling drop of Retsyn."
"Retsyn" is their name for vegetable oil. e.g. "Special Morning -- 33% more nutrition"
Also an unfinished claim.

12. The “Compliment the Consumer” Claim
This kind of claim butters up the consumer by some form of flattery.
Examples:
“We think a cigar smoker is someone special.”
“If what you do is right for you, no matter others do, then RC Cola is right for you.”
“You pride yourself on your good home cooking…”

13. Parity Products
Products in which all or most of the brands available are nearly identical. There are TWO rules…

14. The first rule of parity…
The first rule of parity claims involves the use of the words "better" and "best."  In parity claims, "better" means "best" and "best" means "equal to."  Get it?
Best:  If all the brands are identical, they must all be equally good (the legal minds have decided).  So "best" means that the product is as good as the other superior products in its category.  When Bing Crosby declares Minute Maid Orange Juice "the best there is," he means it is as good as the other orange juices.
Better:  "Better" has been legally interpreted to be a comparative and therefore becomes a clear claim of superiority.  "Better" can only be used when a product does indeed have superiority over other products in its category or when used to compare the product with something other than a competing brand.  For example, Bing could not have said that Minute Maid is "better than any other orange juice," because that is a claim to superiority.  An orange juice could claim to be "better than a vitamin pill" or even "the better breakfast drink."

15. The second rule of parity…
The second rule of parity is that if any product is truly superior, the ad will say so very clearly and will offer convincing evidence of the superiority. 
If an ad hedges at all about a product’s advantage over the competition it is likely not superior - maybe equal but not better.  
For instance, you will never hear a gasoline company say "we will give you four miles per gallon more in your car than any other brand."  They would love to make such a claim, but it would not be true.   Gasoline is a parity product and no one has yet claimed one brand better than any other brand.

16. What is a point of parity?
Most simply, a point of parity is a point of difference that a competitor has over you that you need to counteract.
In many cases, you won’t even be able to compete in the market unless you can nullify this advantage that your competitor has.
You don’t need to become better than them at this particular thing, just good enough that, given your points of difference in other areas, your customers will still choose you over them.

17. Points of Parity
It is also important to make sure that your customers understand the specific product category to which your product belongs to.
Points of Parity can be viewed as certain features that are shared by members within a certain product category.
The question to ask in this instance is whether you can at least match the competitors' claimed benefits.

18. For example, defining Subway as a fast food restaurant like McDonalds or Hungry Jacks would mean that Subway provides quick service, numerous products and low prices. This would also help customers label Subway as a fast food restaurant.

19. So why do you need to think through your points of parity and points of difference?
You’ll find that if you know where your brand value proposition is strong and you know where it is weak (and your competitors are strong), it becomes pretty easy to craft a solid brand strategy.

20. A point of difference is exactly what it sounds like– it is something that makes you different from your competition (oh, and it also has to be something your customer actually wants).

21. Commercials/ Ad Campaigns and Claims