Sustaining the highest advertising standards
Okay, so youve completed a very
successful branding campaign and everybody knows your name.
Great! Now its time to put a little substance in your
advertising. Let the world know what your product can do.
Is your product better than everybody
elses hands down, or should you maybe make a qualification
or two? How are you going to prove your claims? Can you prove
them? I can help you with some of these answers. After many years
of producing media and copy for major national advertisers, I now
work for the ad industrys self-regulatory body: The
National Advertising Division.
For those of you who dont know us,
heres a brief overview: In 1971, the advertising community,
under threat of heavy federal regulation, formed the National
Advertising Review Council, or NARC (I know, I know), a coalition
of the AAAA, the AAF, the ANA, and the CBBB. NARC established a
self-regulatory program to help sustain high standards in
national advertising. Today, that program consists of three