search query: @author Stevenson, T. H. / total: 9
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| Author: | Swayne, L. E. Stevenson, T. H. |
| Title: | Comparative advertising in horizontal business publications. |
| Journal: | Industrial Marketing Management
1987 : FEB, VOL. 16:1, p. 71-76 |
| Index terms: | ADVERTISING |
| Language: | eng |
| Abstract: | The purpose of study was to examine the nature and frequency of comparative advertising in general business publications (Business Week, Forbes and Fortune) from 1970 through 1985. There was a significant increase in the use of comparative advertising which were tending to be even more explicit in identifying competition. Using comparative advertising, industrial marketers seem to be inclined to stress product features rather than price, distribution, or promotion. |
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