The Yankelovitch Marketing Resistance Survey of 2004 found that 76% of people polled do not trust companies to tell the truth in their advertising. And 79% said they do their own research online to check advertising claims.
Twice in the last year, two of my clients have been written about in the press (The New York Times and Variety) with claims that they "took liberties" with their review quotes in ads. [For the record, neither instance were quotes I pulled. I do not like getting the angry calls from critics telling me to cease and desist...those critics can be n-a-s-t-y!]
So now it's my turn to cry foul. A friend saw Orange Flower Water and didn't really care for it. I read the Times review, that also didn't really love it. And then I went to SmartTix.com and saw this quote in their listing:
"Impeccable...a declared winner"- The New York Times
This wasn't the review I remembered. So a quick click to nytimes.com and a search of the show led me straight to the review. Here's what it really said:
"The set designer, David Korins, who founded the company with Ms. Cantor in 2001, is the declared winner here. Mr. Korins has created an impeccable wood-paneled theater within a space at Theater for the New City."
The Internet makes it hard to lie. It's easy to distinguish fact from fiction when you've got the facts at your fingertips.
Is it any wonder no one believes advertising any more? The producers of this show think you and I are stupid. Not only do they destroy their own credibility, but they damage the credibility of all theatre advertising professionals when they lie.
So now you see why, in that same Yankelovitch survey, the respondents said that the top 5 things that need more regulation are
- Water Pollution
- Toxic Waste
- Air Pollution
- Nuclear Safety
Advertisers are a bigger threat than NUCLEAR SAFETY! Orange Flower Water certainly isn't helping our case.
[Note: Orange Flower Water has just a few more performances left in the run. You only have until Monday night to see that "impeccable" set.]
Source: Pete Blackshaw, Intelliseek