search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Auken, S. Adams, A. |
| Title: | Attribute upgrading through across-class, within-category comparison advertising |
| Journal: | Journal of Advertising Research
1998 : APR, VOL. 38:2, p. 6-16 |
| Index terms: | ADVERTISING RESEARCH COMPARATIVE RESEARCH |
| Language: | eng |
| Abstract: | Comparative ads that cross product classes within the same product category can create reference points that lead to brand differentiation relative to within-class rival and/or a positioning in a more "valued" class. This study addresses issues and perspectives associated with using comparative ads in communicating attribute upgrades. Product class such as generic cigarettes, midpriced sporty cars, or department-store toy sections reside within overall product categories. |
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