haku: @author Buchanan, B. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Buchanan, B. Smithies, R.H. |
| Otsikko: | Substantiating a parity position (!National advertising division) |
| Lehti: | Journal of Advertising Research
1989 : OCT-NOV, VOL. 29:5, p. 9-20 |
| Asiasana: | PRODUCT DIFFERENTIATION COMPETITION SLOGANS |
| Kieli: | eng |
| Tiivistelmä: | A parity position happens when an advertiser states that two or more products, its own included, are equal in some regard. The parity claim is a common advertising tactic.The basic principles of substantiating the parity position are examined. The NAD case record is reviewed with regard to parity. A parity outcome is always vulnerable to challenge. |
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