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

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.

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

Stanley TannenbaumKenyon & 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...

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