The Informativeness of Comparative Advertisements: An Empirical Investigation
- 1 June 1979
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 8 (2) , 29-35
- https://doi.org/10.1080/00913367.1979.10717974
Abstract
In 1972 the FTC staff indicated that media policies which restrict the use of comparative advertisements not only may prevent buyers from obtaining information that is useful in making informed purchase decisions among competing brands but also may cause buyers to be misled. This laboratory experiment focused upon the issues of whether or not comparative print advertisements are more informative than noncomparative ones and whether variations in intensity and directionality affect the informativeness of comparative advertisements.Keywords
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