Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns

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

Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns

Manfred SchwaigerLudwig-Maximilians-UniversityCarsten RennhakReutlingen UniversityCharles R. TaylorVillanova UniversityHugh M. CannonWayne State University

INTRODUCTION

One of the consequences of today's maturing global economy is an increasing pressure for economic efficiency. In the case of advertising, competitive pressures are pushing companies to search for ever better ways to communicate their messages.

Clearly, in the United States, many advertisers believe that comparative advertising is effective. While estimates vary somewhat, comparative advertisements comprise roughly one-third of all advertisements in the United States (Grewal et al.,