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| Tekijä: | Rogers, J.C. Williams, T.G. |
| Otsikko: | Comparative advertising effectiveness: practitioners' perceptions versus aca- demic research findings |
| Lehti: | Journal of Advertising Research
1989 : OCT-NOV, VOL. 29:5, p. 22-37 |
| Asiasana: | ADVERTISING EFFECTIVENESS COMPETITION |
| Kieli: | eng |
| Tiivistelmä: | With increasing use of comparative advertising, several researchers have addressed the question of the relative effectiveness of comparative versus noncomparative advertising.Perceptions of practitioners seem to be inconsistent with academic research evidence on comparative advertising. Practitioners believe that comparative advertising is more effective than noncomparative, particularly for competitive brand positioning and initial brand trial. |
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