Factors such as market penetration, market share, profit margins, budgets, financial analysis, capital investment, government actions, demographic changes, emerging technology and cultural trends are also addressed. There are two major components to your marketing strategy: However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it.
In interpreting Section 5 of the Act, the Commission has determined that a representation, omission or practice is deceptive if it is likely to: In addition, an act or practice is unfair if the injury it causes, or is likely to cause, is: The FTC Act prohibits unfair or deceptive advertising in any medium.
That is, advertising must tell the truth and not mislead consumers.
A claim can be misleading if relevant information is left out or if the claim implies something that's not true.
In addition, claims must be substantiated, especially when they concern health, safety, or performance. The type of evidence may depend on the product, the claims, and what experts believe necessary. If your ad specifies a certain level of support for a claim - "tests show X" - you must have at least that level of support.
Sellers are responsible for claims they make about their products and services. Third parties - such as advertising agencies or website designers and catalog marketers - also may be liable for making or disseminating deceptive representations if they participate in the preparation or distribution of the advertising, or know about the deceptive claims.
Advertising agencies or website designers are responsible for reviewing the information used to substantiate ad claims. They may not simply rely on an advertiser's assurance that the claims are substantiated. In determining whether an ad agency should be held liable, the FTC looks at the extent of the agency's participation in the preparation of the challenged ad, and whether the agency knew or should have known that the ad included false or deceptive claims.
To protect themselves, catalog marketers should ask for material to back up claims rather than repeat what the manufacturer says about the product.
If the manufacturer doesn't come forward with proof or turns over proof that looks questionable, the catalog marketer should see a yellow "caution light" and proceed appropriately, especially when it comes to extravagant performance claims, health or weight loss promises, or earnings guarantees.
In writing ad copy, catalogers should stick to claims that can be supported. Most important, catalog marketers should trust their instincts when a product sounds too good to be true. Other points to consider: Disclaimers and disclosures must be clear and conspicuous. That is, consumers must be able to notice, read or hear, and understand the information.
Still, a disclaimer or disclosure alone usually is not enough to remedy a false or deceptive claim. Demonstrations must show how the product will perform under normal use. Refunds must be made to dissatisfied consumers - if you promised to make them. Advertising directed to children raises special issues.
That's because children may have greater difficulty evaluating advertising claims and understanding the nature of the information you provide. Sellers should take special care not to misrepresent a product or its performance when advertising to children.
The paper discusses the factors used to evaluate the clarity and conspicuousness of required disclosures in online ads. It also discusses how certain FTC rules and guides that use terms like "writing" or "printed" apply to Internet activities and how technologies such as email may be used to comply with certain rules and guides.
But studies show that consumers have very strong concerns about the security and confidentiality of their personal information in the online marketplace.
Many consumers also report being wary of engaging in online commerce, in part because they fear that their personal information can be misused. These consumer concerns present an opportunity for you to build on consumer trust by implementing effective voluntary industry-wide practices to protect consumers' information privacy.
The FTC has held a number of workshops for industry, consumer groups and privacy advocates to explore industry guidelines to protect consumers' privacy online.
A Report to Congress. The Report noted that while over 85 percent of all websites collected personal information from consumers, only 14 percent of the sites in the FTC's random sample of commercial websites provided any notice to consumers of the personal information they collect or how they use it.
Fair Information Practices in the Electronic Marketplace.MARKETING PLAN Marketing Objectives regardbouddhiste.com will position itself as the premier, discount, online advertising, and advertising services hub for small businesses. The Internet is connecting advertisers and marketers to customers from Boston to Bali with text, interactive graphics, video and audio.
If you're thinking about advertising on the Internet, remember that many of the same rules that apply to other forms of advertising apply to electronic marketing. Review Your Marketing Plan.
The first step in creating an advertising and promotion business plan is to review your marketing strategy. Before you purchase a single ad, write one word of brochure. Make your business stand out without the cost of advertising!
The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.
Good marketing can make or break a business. Just like a good business plan. Start your business right, by checking out a sample business plan for public relations, advertising agency, global marketing, marketing consulting, or other marketing and advertising businesses.
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