How to manage the intensity of comparison in comparative advertising over time

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

How to manage the intensity of comparison in comparative advertising over time

JangSun Hwang University of Tenessee, Knoxville

Introduction

During the past quarter century, comparative advertising (CA) has been one of the most popular advertising message formats in the USA since the Federal Trade Commission's informal encouragement of explicit comparisons in 1972 (Barry 1993b). While

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