TITLE

The science bit…

AUTHOR(S)
Tinlin, Liz
PUB. DATE
November 2005
SOURCE
Brand Strategy;Nov2005, Issue 197, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article outlines the new challenge for marketers to translate scientific jargon into messages that consumers can understand in Great Britain in 2005. With the pressure for ever-more differentiated innovation and advertising claims that can be defended in front of the Advertising Standards Authority, it seems that the need for ownable science-based product claims is here to stay.
ACCESSION #
18853114

 

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