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Claims
Disciplines > Advertising > Claims
A basic unit of advertising is the claim that is being made about the product. This needs to be put across in a way that the target consumer will accept. Here are just some of the claims that are made:
- Advantage Claim: suggest differences are real benefits.
- Endorsement Claim: someone you like recommends it to you.
- Exclusivity Claim: your products are uniquely special.
- Incomplete Claim: you start it and they complete it.
- Obvious Claim: making something obvious special.
- Scientific Claim: if it's scientific it must be good.
- Statistical Claim: if it's got statistics in, it must be true.
- Weasel Claim: weakened assertions that protect you.