Creative approaches: Comparative ads, knocking copy

 

This Knowledge Point article states that comparative advertising can be effective even when it does not disclose the name of a specific competitor. However, caution should be taken before employing a ...

In this paper, the effects of positive versus negative (political) advertising are modelled. The findings show that positive as well as two different types of negative advertising will lead viewers to ...

This article on negative and comparative advertising asks the question 'does it work?' The author explains that this form of advertising emanated from US political advertising. The paper describes t ...

Despite the popularity of comparative advertising (CA) over the past three decades, few studies have explored how to develop this strategy outside the USA. This study reports the results of experiment ...

An advertising lawyer shows how comparative advertising restrictions vary internationally and are changing in the UK. There is tension in the Anglo-Saxon view of comparative advertising as a pro-compe ...

Generic product category groups give opportunities for strategic market development. One of the most common objective of this focus is to achieve a competitive advantage over 'within class' rivals. Fi ...

A study of comparative versus non-comparative copy, to test a number of hypotheses about the superiority of the former. Previous studies reviewed. Main finding: the verbal strategies used in advertisi ...

A study of comparative advertising in magazines. Hypotheses tested were: a) that the intensity of comparative advertising varies with the life cycle of the product; b) comparative advertising may be c ...

A discussion of comparative advertising (where brands are advertised through directly comparing against/attacking other brands). Covers: history and frequency of use of comparative advertising; execut ...

Speaking at the 4A's 1976 Annual Meeting, Stanley Tannenbaum, of Kenyon & Eckhardt, discusses what comparative advertising offers the consumer, as well as the legality and ethics of named comparative ...

Replying to Stanley Tannenbaum at the 4A's 1976 Annual Meeting, Andrew Kershaw of Ogilvy & Mather Research, cites the group’s research to argue that comparative advertising falls short of traditional ...