Comparative Advertising: Proposed Guidelines for Middle Marketers
نویسندگان
چکیده
منابع مشابه
Comparative Advertising
A firm introduces a product and consumers do not know how much they value it, while they know how they value a rival’s product. If the product is low quality, the firm will advertise detailed product information that enables consumers to determine their matches: it will not if it is high quality. By contrast, the rival would like to advertise match information about the unknown product only if ...
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متن کاملComparative Advertising and Competition Policy
Only recently, competition authorities tend to agree on comparative advertising being helpful in promoting competition. They now encourage firms to use it. They reason that comparative advertising, if fair and not misleading, increases consumers’ information about alternative brands. For this to work, comparative claims must be credible. Competition policy and legal practice are essential in ma...
متن کاملComparative Advertising and Retailer Participation∗
Studies find that about 20-30% of all advertising is comparative in nature. Many of the comparisons are on products sold with the help of retailers. For a retailer, a manufacturer’s comparative ad campaign is a double-edged sword: an increase in its sales of the favored manufacturer’s product is often accompanied by a decrease in its sales of the product of comparison. In this paper, we conside...
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ژورنال
عنوان ژورنال: International Journal of Marketing Studies
سال: 2020
ISSN: 1918-7203,1918-719X
DOI: 10.5539/ijms.v12n2p23