haku: @author Schwaiger, M (et al.) / yhteensä: 1
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| Tekijä: | Schwaiger, M (et al.) |
| Otsikko: | Can comparative advertising be effective in Germany? A tale of two campaigns |
| Lehti: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 2-13 |
| Asiasana: | advertising campaigns Germany USA |
| Vapaa asiasana: | comparative advertising |
| Kieli: | eng |
| Tiivistelmä: | As comparative advertising has been permitted in Germany after being banned for years, there is a need to investigate its usefulness for corporate communications. Findings from the US suggest that comparative advertising can be effective in several contexts in the United States, but it should not be automatically concluded it will have the same effects in Germany because of cultural factors. The paper analyses two separate campaigns. The results show that comparative advertising can be effective in some contexts in Germany. |
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