Marketing & Brand Management, Laws, codes and ethics, Comparative advertising from WARC.com

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Does negative and comparitive advertising work
John Wood, Admap, January 2003, Issue 435, pp.37-38

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 ...

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How to manage the intensity of comparison in comparative advertising over time
Jang-Sun Hwang, International Journal of Advertising, Vol. 21, No. 4, 2002, pp.481-502

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 ...

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Read: 21 times

Comparative advertising
Brinsley Dresden, Admap, January 2000

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 ...

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Read: 44 times

Attribute upgrading through Across-Class, Within-Category comparison advertising
Stuart Van Auken and Arthur J Adams, Journal of Advertising Research, Vol. 38, No. 2, March/April 1998

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 ...

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Read: 12 times

Verbal Strategies for Indirect Comparative Advertising
William Neese and Ronald D Taylor, Journal of Advertising Research, Vol. 34, No. 2, March/April 1994

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 ...

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Read: 13 times

OBSERVATIONS: Comparative Advertising in Magazines: Nature, Frequency, and a Test of the "Underdog" Hypothesis
Tahi J. Gnepa, Journal of Advertising Research, Vol. 33, No. 5, September/October 1993

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 ...

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Comparative Advertising: What Have We Learned in Two Decades?
Prof Thomas E Barry, Journal of Advertising Research, Vol. 33, No. 2, March/April 1993

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 ...

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Read: 18 times

Comparative advertising: European Commission's draft directive
Ross Denton, Admap, December 1990

No European country, apart from the UK, currently allows comparative advertising. The EEC's draft directives, although restrictive, may have the effect of allowing comparisons across Europe if they ar ...

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Scottish Development Agency
Sir W Gray, Admap, June 1976, (full text not available on WARC.com)
No shortened abstract available
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Does elaboration increase or decrease the effectiveness of negatively versus positively framed messages?
Baba Shiv, Julie A. Edell Britton and John W. Payne, Market Research Abstract from: Journal of Consumer Research, Vol 31, No 1, June 2004, pp 199-208, (full text not available on WARC.com)

The paper explores the moderating role of motivation and opportunity-related variables on the effectiveness of negative versus positive message frames. Results from two experiments suggest that under ...

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11.

Valenced comparisons
Shailendra Pratap Jain and Steven S. Posavac, Market Research Abstract from: Journal of Marketing Research, Vol XLI, No 1, February 2004, pp 46-58, (full text not available on WARC.com)

The authors demonstrate that comparative advertising can vary in terms of valence (i.e. whether respondents perceive them as more or less derogatory) in their references to competition. It is suggeste ...

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12.

The effects of price comparison advertising on buyers' perceptions of acquisition value, transaction value and behavioural intentions
Grewal, Dhruv; Monroe, Kent B and Krishnan, R, Market Research Abstract from: Journal of Marketing, Volume 62, Number 2, April 1998, (full text not available on WARC.com)

The authors expand and integrate prior price-perceived value models within the context of price comparison advertising. The conceptual model they presents explicates the effects of advertised selling ...

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