Attribute Upgrading Through Across-Class, Within-Category Comparison Advertising
Stuart Van Auken California State University, Chico, CA. andArthur J. Adams University of Louisville
Product classes such as generic cigarettes, midpriced sporty cars, or department-store toy sections reside within overall product categories (i.e., cigarettes, cars, and toy retailers). These classes are often used as the focal point for market segmentation and strategic market development. One of the more common objectives of this focus is to achieve a competitive advantage over within-class rivals. Thus an attempt is made to achieve distinctiveness on the attributes that define the class. In turn,...