A Taxonomy for Comparative Advertising Research
- 1 March 1978
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 7 (1) , 43-47
- https://doi.org/10.1080/00913367.1978.10672739
Abstract
The use of comparative advertising has escalated from an occasional, partially disguised acknowledgement of the competition to direct, point-by-point comparisons of the sponsored and competing brands. This article presents a conceptual framework for classifying and evaluating different comparison advertising formats. The framework identifies different formats along two multi-level dimensions. Examples of several research questions that could be addressed using the framework are presented.Keywords
This publication has 2 references indexed in Scilit:
- Comparative Advertising: Perspectives and IssuesJournal of Advertising, 1975
- Comparison Advertising: Problems and PotentialJournal of Marketing, 1975