Practitioner Views of Comparative Advertising: How Practices Have Changed in Two Decades
Fred K. Beard
University of Oklahoma
Management slant
- The study reported in this article sought the views of advertising agency creative executives regarding the effectiveness of comparative advertising and how those views may have changed during the past 25 years.
- Survey respondents believe comparative advertising that explicitly identifies competitors remains a message tactic with significant potential for success but also carries the potential for several unintended and potentially negative consequences.
- Today's creative...