Log in
The Sensometric Society

Advertising Claims Support: Case Histories and Principles - The Institute for Perception

  • 15 Apr 2020
  • (EDT)
  • 17 Apr 2020
  • (EDT)
  • The Greenbrier in White Sulphur Springs, West Virginia, USA

Comparative advertising improves sales. How do you support your advertising claims and how do you address false claims or challenges made by your competitors? Claims support is a critical business focus for many companies in categories with aggressive competitors.


The purpose of this 2.5-day course is to present principles involved in testing product performance and surveys to access advertising messages. This knowledge base is necessary in order to provide solid evidentiary support needed in the event of a claims dispute.


The course speakers have decades of experience as instructors, scientific experts, jurors, and litigators in addressing claims with significant survey and product testing components. National Advertising Division (NAD) and litigated cases will be used to examine and reinforce the information discussed.


For complete information and online registration, visit:

For the multiple registration and member discount, please contact Susan Longest at


The course is taught by Dr. Daniel Ennis and Dr. Benoit Rousseau.


Invited speakers (in alphabetical order) include:

•     Lauren Aronson, Crowell & Moring

•     Risa Drexler, Unilever USA

•     Hal Hodes, NAD

•     Alex Kaplan, Proskauer Rose

•     Cynthia Kinser, Formerly with the Tennessee Attorney General’s Office

•     David Mallen, Loeb & Loeb

•     La Toya Sutton, NAD

•     Eric Unis, NAD


Offered by: The Institute for Perception

Target audience: Intermediate

Cost: $1975 US; 20% discount for each additional registrant from same organization.  Reduced or waived course fees offered to non-profit entities, students, judges, government employees and others A discount of $50 US will be offered to members of the Sensometric Society upon request. Please contact Susan Longest at before registering if you are eligible for a discounted fee.


Further information: or call +1-804-675-2980

© 2010 - 2024 Copyright The Sensometric Society.
Powered by Wild Apricot Membership Software