This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.
SYDNEY: Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44% by rethinking the category’s age ‘before and after’ marketing technique, which often fails to achieve cut-through in the ...
Keith Coulter, International Journal of Advertising, Vol. 27, No. 5, 2008, pp. 853-883
In this paper, the effects of positive versus negative (political) advertising are modelled. The findings show that positive as well as two different types of negative advertising will lead viewers to formulate specific attitudes towards the brand (sponsor).
The author discusses the role of the National Advertising Division (part of NARC, the advertising industry's self-regulatory body in the USA) - this is mainly to police competitive claims for truth and accuracy.
Tahi J. Gnepa, Journal of Advertising Research, Vol. 33, No. 5, September/October 1993
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.
Describes the new EC Directive, amending directive 84/450/EEC on misleading advertising. If the proposal for this Directive is passed by the Council and implemented by Member States, there will be new rules to define trademark issues better, and permit (with safeguards) reference to competitors' marks.