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Journal of Advertising Research
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Date: oldest first
Practitioner Views of Comparative Advertising: How Practices Have Changed in Two Decades
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Fred K. Beard, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 313-323
A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors.
A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors. Although significant differences between the two studies show that today’s top creative people express somewhat less confidence in the relative effectiveness of comparative advertising, the findings also show that they are significantly more confident that they understand under what conditions it will be effective. Differences between the original survey and its replication suggest important directions for future research on comparative advertising.
All great truths begin as blasphemies
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Recommended by Warc editors
James Dyson, Market Leader, Issue 35, Winter 2006, pp. 18-22
In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers.
In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers. The country is not producing nearly enough engineering graduates and will suffer for it in the future: its prospects are contrasted with what is happening in China, India, Japan, France and even Chile and Switzerland. British engineers are among the lowest paid, rarely sit on boards, and, when they seek finance to invent a new product or start a new business, they are too often refused. Relying on growth in service industries will not save us if we fail to invest in R&D, since the emerging economies will soon develop their own designing capacities close to where the factories are sited. New ideas need nurturing, sometimes against market research evidence (since research can never tell how people will react to the new idea when they see it): examples include the Sony Walkman and the Mini. Advertising should tell the truth about products: regulators should prevent ads presenting qualities the product does not have. Comparative ads are good, if truthful, since they enable people to understand the technical differences between products: but some countries do not allow them.
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