Go to this website: LinkLinks to an external site. (http://www.mouseprint.org/2016/08/22/lowes-pulls-misleading-tv-ad-after-we-cry-foul/Links to an external site.). Watch the short Lowe’s video commercial. Then scroll down and look at the two Lowe’s print ads, and read what happened with their advertising.
1. Did you find the Lowe’s advertisements, both the commercial and print ad, misleading? Why or why not?
2. You are a senior manager at Lowe’s, and need to manage negative public feedback about these commercials and print ads being misleading. What action would you take?
Yes, I found the Lowe’s advertisements to be misleading. The commercial shows a woman using a Lowe’s ladder to reach a high shelf in her garage. The print ad shows a man using a Lowe’s ladder to change a light bulb in his living room ceiling. In both cases, the ladders are clearly shown to be standing on the ground, with the feet of the ladders fully extended.
However, the fine print at the bottom of the ads states that the ladders must be used on a level surface. This is a significant caveat that is not mentioned in the ads themselves. The ads make it seem like the ladders can be used on any surface, even if it is not level. This is misleading, and it could lead to accidents.
If I were a senior manager at Lowe’s, I would take the following actions to manage negative public feedback about the misleading commercials and print ads:
I believe that these actions would be necessary to address the public’s concerns and to restore the company’s reputation.
In addition to these actions, I would also take steps to ensure that the company’s future advertising is accurate and transparent. I would work with the company’s marketing team to develop clear and concise ad copy that accurately reflects the products and services that the company offers. I would also make sure that the company’s advertising is consistent with its overall branding and messaging.
I believe that by taking these steps, the company can regain the trust of the public and avoid future problems with misleading advertising.