Can Comparative Advertising Be Effective in Germany? A Tale of Two CampaignsManfred SchwaigerLudwig-Maximilians-UniversityCarsten RennhakReutlingen UniversityCharles R. TaylorVillanova UniversityHugh M. CannonWayne State University
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. Presumably, the macro effect of this trend is to create an environment in which consumers have access to better information for making their decision.
Comparative advertising is a...