WARC subscribers can read
OBSERVATIONS: Comparative Advertising in Magazines: Nature, Frequency, and a Test of the "Underdog" Hypothesis
A study of comparative advertising in magazines. Hypotheses tested were: a) that the intensity of comparative advertising varies with the life cycle of the product; b) comparative advertising may be counterproductive, especially when used by the leading brand.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
Access unbiased, evidence-based insights that save you time and help you make marketing choices that work.
WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.
Strategy Partner, Fetch
You’re in good company
We work with 76% of the world’s top agencies and 80% of Forbes most valuable brands*.