Comparative advertising: the advertising industry's own brand of consumerism

Stanley Tannenbaum
Kenyon & Eckhardt

The subject of comparative advertising has so many ramifications it would be presumptuous of me to simply give you the single viewpoint of one advertising agency…no matter how interesting our experience.

Accordingly, acting as a reporter-investigator, I decided to contact a number of the principal groups affected by comparative advertising.

Because of the press of time, or corporate policy, all of my contacts, understandably, did not respond to my questioning. But I anticipated some dead end probing. So, I was determined to make my field of investigation of such scope I could be reasonably certain it would produce information on comparative advertising heretofore unavailable from any single source. So that we might draw some conclusions.