Tekijä: | Auken, S. Adams, A. |
Otsikko: | Attribute upgrading through across-class, within-category comparison advertising |
Lehti: | Journal of Advertising Research
1998 : APR, VOL. 38:2, p. 6-16 |
Asiasana: | ADVERTISING RESEARCH COMPARATIVE RESEARCH |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA