The Multi-Dimensionality of Comparative Advertising: Implications for the Federal Trade Commission
Open Access
- 1 January 1985
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing & Public Policy
- Vol. 4 (1) , 112-128
- https://doi.org/10.1177/074391568500400109
Abstract
Not until the dimensionality of comparative advertising is identified, empirically examined, and incorporated into clear policy statements, can the FTC's goal of a better-informed consumer be realized. This paper examines the multi-dimensional nature of comparative advertising, raises questions, and offers suggestions for future research.Keywords
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