Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

From
To

Search within

Industry Sector

Brand

Country

Source

Index


24 results found
Sort by

Research Paper

U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising.

Research Paper

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.

Article

This Knowledge Point article states that comparative advertising can be effective even when it does not disclose the name of a specific competitor.

Research Paper

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 formulate specific attitudes towards the brand (sponsor).

Article

In this article, FTC chair Deborah Platt Majoras addresses the major issues affecting the U.S. advertising industry.

Research Paper

After many years of being legally banned, comparative advertising has recently been permitted in Germany.

Article

In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers.

Article

This article on negative and comparative advertising asks the question 'does it work?' The author explains that this form of advertising emanated from U.S.

Research Paper

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

Research Paper

A primary goal of sports marketers in to engender fan identification with a team and/or its athletes.

Article

The author discusses the role of the National Advertising Division (part of NARC, the advertising industry's self-regulatory body in the USA) - this is mainly to police competitive claims for truth and accuracy.

Article

An advertising lawyer shows how comparative advertising restrictions vary internationally and are changing in the UK.

Research Paper

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.

Article

This paper discusses the 1994 Trade Marks Act and its implications for comparative advertising. The new Act allows trade marks belonging to a third party to be used to identify goods and services.

Research Paper

A study of comparative versus non-comparative copy, to test a number of hypotheses about the superiority of the former.

Research Paper

US advertisers have been using explicit comparative advertising now for two decades. There is less use of the comparative format in countries outside of the US, including EC countries.

Research Paper

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 counterproductive, especially when used by the leading brand.

Research Paper

A discussion of comparative advertising (where brands are advertised through directly comparing against/attacking other brands).

Research Paper

The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature.

Article

Describes the new EC Directive, amending directive 84/450/EEC on misleading advertising. If the proposal for this Directive is passed by the Council and implemented by Member States, there will be new rules to define trademark issues better, and permit (with safeguards) reference to competitors' marks.

Article

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 are not misleading or unfair, and have little effect on the UK.

Article

Replying to Stanley Tannenbaum at the 4A's (the American Association of Advertising Agencies) 1976 Annual Meeting, Andrew Kershaw of Ogilvy & Mather Research, cites the group’s research to argue that comparative advertising falls short of traditional advertising methods, and may damage a brand's image.

Article

Speaking at the 4A's (the American Association of Advertising Agencies) 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 advertising.

Article

Jack Roberts from Ogilvy & Mather attacks the problem of comparative advertising in his speech at the American Association of Advertising Agencies (4A's) Eastern Annual Conference in 1973.