Inventory "plus more Treasure", "Gao Lao too" and other unreliable advertising

Recently, "Every sell 10 cans of herbal tea, 7 cans plus more treasure" propaganda unexpectedly suspected of violating the spread, let the industry uproar. In fact, in the fierce market competition environment, more and more enterprises like to use "false propaganda" means to mislead consumers. Getting huge profits, winning the market, and suppressing opponents has become the core of their marketing. The hateful truth is that they have forgotten that the act of deceiving the public has violated the principle of good faith, violates the accepted business rules and is a shameful act of unfair competition. At present, has surfaced, or has been covered by the "genuine" incident involving beverages, daily necessities, medicine and other industries, in addition to Gado, Gao Lao too, Guizhou Miao's pharmaceutical industry and other enterprises have been shot. 1, Gado "every sell 10 cans of herbal tea 7 cans plus more treasure" keyword: sweeping play to color marketing events review: The beginning of 2013, add more treasure advertising language replacement information. "For the sake of the overall situation of herbal tea industry, Gado was forced to change the advertising language, the new slogan for ' China every sell 10 cans of herbal tea, 7 cans plus more treasure ', the latest published authoritative data of the National Bureau of Statistics has been able to support the authenticity of advertising language. "" 2012 China's beverage Industry 1―3 quarterly Operation Analysis report issued by the National Bureau of Statistics China Industry Enterprise Information Release Center, also pointed out that: Gado herbal tea with excellent sales performance to continue to live in canned beverage sales first, "Everywhere Gado such propaganda content." However, a bulletin issued by the National Bureau of Statistics Management Center Gado or suspected fraud. According to media reports, April 23, 2013, the Statistical Data Management center of the National Bureau of Statistics issued a notice: "Statistical classification of products" There is no single set of "Herbal tea" This statistic index, no tea brand and sales statistics; "2012 years ago, three, China Beverage industry operating status Analysis report" It is the result of independent investigation and research of the information release center of Chinese Industry Enterprise, not from the authoritative investigation of the National Bureau of Statistics, and the information Release Center is a subordinate unit of the "China Information newspaper". Event comments: A dare to the state authority "to do false card" business, let people how to believe it in the "tea industry for the sake of the overall situation", "forced to change the advertising language" and who will believe. A paper announcement of the truth, profoundly reflects the Gado in the marketing of "good hard intentions." Dressed in private enterprise's coat, keep crocodile tears, the "non-ferrous marketing" deduction of the dripping extreme, Gado do in place. However, cheated for a while, deceive not a lifetime, the masses eyes are discerning, when the naked truth surfaced, Gado lost will not only be the market, more likely is the public trust. 2, Procter and Gamble four brand keywords: confusing the Advertisement Law event review: Media disclosed that the company's "Pantene" shampoo, "flying silk" shampoo, "comfortable" soap and "crest" toothpaste some of the propaganda language suspected of false propaganda: "Pantene" shampoo packaging instructions show that its products can " Help to fill the hair loss of amino acids every day, can repair damaged hair at the same time, to help heavyGroup hair internal structure ". But the people think that shampoo does not necessarily fill the hair loss of amino acids every day. and "Flying silk" shampoo outside the packaging said: "The product of the chip crystal ZPT to chip factor directly in the root cause of dandruff, can help more effectively remove dandruff and prevent dandruff regeneration." The brand product has received complaints from local consumers, said that the use of this product a few years later, dandruff did not disappear. In this case, the Zhejiang Bureau of Trade and industry to take urgent measures: first, to the media issued the "administrative proposal", requiring all media immediately stop publishing the suspected illegal advertising. Second, the company issued illegal advertising of the conduct of formal investigation, and said it will be investigated according to law. Event comments: "The People's Republic of China Advertising Law" Tenth of the provisions ——— advertising use of data, statistics, etc., should be true and accurate, and indicate the source. At the same time, according to the State administration of industry and commerce "cosmetics advertising management measures", expressly prohibit the appearance of cosmetics related to the function of data. At present, multinational enterprises "digital advertising commitment" is very many, contrary to China's advertising regulations, has been very few people to question whether the propaganda words exaggerated, and no one to use legal means to challenge them. However, as a world-renowned company, does not respect the Chinese advertising law, confusing, not only misled consumers, but also let the public on their brand bad impression. 3, the high old too the actor plays the Doctor keyword: exaggerated propaganda and hype the concept of Miracle Doctor Review: Claiming to be the 13th generation of physicians of the Qing dynasty was introduced: "You see, I hold a plaster, it can treat hypertension, diabetes, asthma and other diseases, my father's father's father is a generation of famous doctors, Special to the emperor to see a doctor, so this plaster with the ancestral recipe ... "Through the hype concept, advertising planning company carefully designed a story of the high old too role, deceived many consumers." At CCTV 3.15 Party, Gao Lao too suspected of false propaganda, recruit actors to play the Miracle Doctor phenomenon has been public. Event comments: Although advertising for the enterprise brand and sales services, but if the operation of the advertising is not controlled, thinking only for the consumer to buy their products, false publicity, exaggerated efficacy, playing medical devices in the guise of not only can not cure the disease, but also to delay the disease. Whether it is drug dealers, planning companies, or those who play the so-called Miracle Doctor, all staged a farce. Life is like a play, the health of consumers and everyone's conscience and integrity, are dishonesty the slightest trifling. 4, Guizhou Miao's pharmaceutical keywords: the concept of a swap to try advertising tempting event review: A Nantong reader exploded an advertisement: "In order to celebrate the success of Hong Kong listed enterprises, hundred years Guizhou Miao pharmaceutical industry, with the conscience of the cordyceps drive under the profiteering stage, the original price of 99 yuan/box, today only sell 9.9 yuan/box", propaganda language to inspire people. Cordyceps sinensis is a natural growth, and cordyceps sinensis mycelium is artificially cultivated, the two are completely different concepts. Nantong, the relevant person in charge of the FDA told reporters. "This ad to swap the concept, they say ' long time cordyceps capsule ' is actually ' a long time to repair the King cordyceps Essence ' glueCapsule, the main raw material is not cordyceps sinensis, this is a typical false advertising. The Drug Administration then submitted to the Trade and Industry Bureau for treatment, the use of the advertisement to promote the pharmacy also dealt with. Event comments: Using tempting advertising to mislead consumers is a good way for many pharmaceutical manufacturers to be uncomfortable. In the Hundred years of Guizhou Miao pharmaceutical signs, using the "swap concept, not real communication" marketing means for their own personal gain, Miao's pharmaceutical industry cheated countless good consumers. Reporter's investigation, the FDA's bulletin all said that any public will not tolerate the existence of false propaganda, as a profiteering industry, the pharmaceutical market, should take this as a mirror. Finally, a word of advice: true propaganda, law-abiding operators.