An investigation of factors underlying practitioners' attitudes toward comparative advertising

Darrell D. Muehling and Jeffrey J. Stoltman

The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature. However, few studies have specifically dealt with this topic from the advertising practitioners perspective. This paper reports the findings of an empirical investigation aimed at determining some of the factors and underlying perceptions contributing to American advertisers' and agency representatives attitudes toward comparative advertising. Often cited criticisms/concerns about comparative advertising as well as past and future plans to use a comparative format were specifically considered.