Buy The effectiveness of marketing programs

Buy The effectiveness of marketing programs
Marketing research gives the advertiser and its agency the data they need to identify consumer needs, develop new products and communication strategies, and assess the effectiveness of marketing programs. It also often provides the basis for advertising claims.
However, the way some advertisers use research data can lead to serious ethical lapses. Clever researchers can hide, shape, and manipulate statistics. Unfortunately, some researchers and marketers deliberately withhold information, falsify figures, alter results, misuse or ignore pertinent data, compromise the research design, or misinterpret the results to support their point of view.
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Trying to spin the nutritional numbers to its advantage with consumers on the Atkins, South Beach, and other high-protein, low-carbohydrate diets, KFC created two television ads “aimed at educating the public that fried chicken can actually be part of a healthy diet.” One ad showed a wife plopping down a bucket of fried chicken in front of her TV-engrossed husband, proudly explaining that they are starting to eat better (“healthier” is implied). A second ad showed a man sitting on the tailgate of a truck, again with a bucket of fried chicken; his friend compliments him on his “fantastic” appearance. Compared to a Burger King Whopper, the company claimed, its fried chicken was veritable health food. Almost. According to the Federal Trade Commission (FTC), “although it is true that the two fried chicken breasts have slightly less total fat and saturated fat than a Whopper, they have more than three times the trans fat and cholesterol, more than twice the sodium, and more calories.”
It didn’t take a lawsuit or months of investigation for the public to know that KFC’s statistics were skewed. Consumer protection groups were up in arms as soon as the ads aired, forcing the company to pull the ads within a month of their October 2003 launch. In response to the FTC’s inquiry, KFC marketing executive Scott Bergen said, “We have always believed our ads to be truthful and factually accurate.” In their settlement with the FTC, the company agreed to simply stop running the ads. Six months after the debacle, KFC tried the healthy tack again, this time offering roastedchicken.
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Sometimes misleading health information in advertisements can be hazardous to more than just the waistline. Consider the fen-phen controversy in which Wyeth-Ayerst, a division of American Home Products, was accused of ignoring research findings. Wyeth manufactured Redux (dexfenfluramine) and Pondimin (fenfluramine), which become the “fen” portion of fen-phen. In 1996, fen-phen was approved for distribution in the United States, and by the end of 1996 thousands of people had reported health complications. In 1997, it was found that fen was linked to heart valve damage and an often-fatal lung disease called primary pulmonary hypertension. Subsequently, the manufacturer was pressured to pull the drug off the shelf.