Business Essay Example | Topics and Well Written Essays - 500 words - 28

Business - Essay Example Jarvik acknowledges that he has considerable experience with heart disease (Owens, 2008). This removes liability from Pfizer and also supports his credentials to promote Lipitor without much concern over ethical judgment consequences from society and regulatory entities. More careful selection of appropriate celebrity endorsements would be one method of improving advertising approach. Seeking celebrities that actually have used Lipitor are more in-line with regulatory framework guidance for advertisers to avoid consumer perceptions of deception. Additionally, Pfizer could reposition Lipitor under a product benefits focus, using chemists and developers as appropriate endorsers to describe product quality as well as the credentials of research and development teams. Puffer is merely an exaggeration in an attempt to position or differentiate a product by embellishing product benefits. Deception, however, would occur when a product makes claims it cannot achieve, such as promising cures to illnesses from a vitamin marketer that are not supported by research or actual human consumption. Consumers can also contact the Federal Trade Commission to investigate allegations of blatant deception allowing for expert scrutiny and inquiry. One well-known marketing campaign that has used puffery is Folgers Coffee. The promotional phrase, â€Å"The best part of waking up is Folgers in your cup† is simply positioning and/or differentiation tactics utilizing puffery (Boone & Kurtz, 2007). This form of puffery is designed to send the perception to consumers that the product benefits of Folgers, or psychological benefits, can be achieved through consumption. United Egg Producers, a trade group that represents the interest of many egg manufacturers, utilized deceptive packaging strategies to gain consumer interest. The phrase â€Å"Animal Care Certified† was used as a logo on many egg cartons to express United Egg Producer’s focus on