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Do You Believe a Product’s Claim to Be ‘Improved’?
Familiarity breeds contempt, it’s said. And in the hyperbolic rhetoric of marketing, nothing’s more familiar than the boast that a product is “new and improved.” Is it any wonder, then, that consumers are skeptical of advertising that makes such a claim? In a nationwide survey conducted for Adweek by marketing research firm Alden & Associates of Hermosa Beach, Calif., 78 percent of respondents answered “no” when asked whether they believe an ad when it says a product has been improved.
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