be disputed by any competitor or the government. Everything we claim is either a true testimonial by an actual satisfied client or it might contain the legal aspect of puffery. One example is illustrated in our slogan about how you will never be the same after one jump. This claim does not need any evidence behind it. Our records can back up all safety claims. In regards to sales promotions, all discounts are given at the time of the jump and all conditions for use are displayed on the coupon. Our Internet site uses the same testimonials and coupons so there is no problem there.If there is a problem with any claim in the future then we will appeal through the proper channels if we feel that to be necessary. We also may cease making certain claims or offering certain promotions if that needs to be done. Sincerely,Jeff PittsChapter 221) Evaluate your IMC program from a social and ethical perspective. Are there any negative potential consequences from your plan? Could any group find your add offensive or in poor taste?In evaluating our IMC program I have found that there is very little that we have done that could be taken in offense. Our commercials are mostly action shots of skydiving with audio describing our location and phone numbers. Our website is detailed, but not shocking. The radio campaigns we have implemented are not shocking and simply urge people to think outside of themselves and take a chance. The only people that could be upset about our ads and perspective is people who do not believe that life is about having fun. Those who want to sit through life and exist instead of pushing the envelope and creating excitement for themselves. Parents might be upset if our ads appeal to their children and they make the decision to take the jump. That is out of fear for their children, and not a distasteful ad on our part. One thing that may cause us trouble is that our safety record is stressed heavily. If we were to e...
