qual·i·ta·tive | \ ˈkwä-lə-ˌtā-tiv \
: of, relating to, or involving quality or kind
Advertising is any content on any platform used to promote and/or sell a product or service. The above terms relate to three kinds of claims made in advertisements. Let’s examine each.
A quantitative advertisement makes a claim related to the quantity of a product or service. Numbers are key to a quantitative ad. Here are some examples:
Qualitative advertising makes claims about the quality or good aspects of a product or service. Some examples:
An ad that employs puffery makes a qualitative claim that cannot be substantiated or proven. Key words like better and best used without direct comparison are good indicators of puffery. For example: