Is There Truth In Advertising?

We're in the advertising and marketing business.  We're often asked if there really is truth in advertising...and what the effects might be.

The simple answer is, "Yes!"  We know when we are coming up with an advertising slogan, image or brand we always make sure we're telling the truth to the end user.  Does it work?

We hope so. 

But, to better tell you the story about Truth in Advertising let's re-visit a scene from my OLD RADIO DAYS.

We had a guy who worked for the station as a "part-timer".  Those of you who have worked in radio know that the "part-timer" is on the next to the lowest rung in at the station.  The lowest position is reserved for the Sales Manager.  Well, at least that's the way it was with us "on-air and production types".

His name was "Chris" but we called him "Goat-Boy".  It was "Goat-Boy" that we sent out on some of the more...entertaining...(yeah, that's it!) missions for our morning show.

We'd have him "miked up" and send him out to ask drive up restaurant people for dates or cash a three-cent check.  Lot's of goofy stuff that, at the time, we thought was really funny.  (And this was before Jackass The Movie.)

Once we decided to send "Goat" out to a street corner to hold a sign that said:  "Money For Food".  He was dressed in his finest "street person" clothing.  We mentioned that he was out there...but didn't to say it was "Goat".  We just said there was some "homeless dude" on the corner with a sign and to "check him out".

As I remember, "Goat" collected $1.48 for food.

The next day we sent him out again.  This time his sign read:  "Money For Beer".  Once again we told the listeners there was this strange guy on the city street corner holding up a sign.  We couldn't read it from where we were...but they should maybe check him out.

"Goat" collected $15.98 for beer.

$1.48 or $15.98.  Truth in advertising.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we'll hold up your sign...anytime!