Comparative Advertising: Perspectives and Issues
A strategy of advertising being used more and more frequently today, particularly in print and TV, is comparative advertising-the explicit verbal and/or visual presentation of competitor's names in the message. Although never banned, comparative advertising has historically been frowned upon pa...
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| Veröffentlicht in: | Journal of advertising 1975-12, Vol.4 (4), p.15-20 |
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| container_title | Journal of advertising |
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| creator | Barry, Thomas E. Tremblay, Roger L. |
| description | A strategy of advertising being used more and more frequently today, particularly in print and TV, is comparative advertising-the explicit verbal and/or visual presentation of competitor's names in the message. Although never banned, comparative advertising has historically been frowned upon particularly by the three major television networks. However, in early 1972 the Federal Trade Commission came out in favor of comparative advertising, and there has been a dramatic increase in its use in the past three years. There are many questions generated by a comparative advertising strategy. For example, "Is comparative advertising simply a comparison strategy or is it disparagement?" "Is it believable?" "Will it propogate more FTC regulation?" This article presents a perspective for comparative advertising and raises issues concerning its appropriateness for marketing managers. |
| doi_str_mv | 10.1080/00913367.1975.10672603 |
| format | Article |
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This article presents a perspective for comparative advertising and raises issues concerning its appropriateness for marketing managers.</description><subject>Advertising</subject><subject>Advertising and the Consumer</subject><subject>Advertising industry</subject><subject>Advertising research</subject><subject>Advertising restrictions</subject><subject>Brands</subject><subject>Comparative advertising</subject><subject>Consumer advertising</subject><subject>Consumer attitudes</subject><subject>False advertising</subject><subject>Marketing</subject><subject>Public policy</subject><subject>Shaving & shavers</subject><issn>0091-3367</issn><issn>1557-7805</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>1975</creationdate><recordtype>article</recordtype><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><recordid>eNqFkF9LwzAUxYMoOKffQKT43nmTNEnj2yj-GQz0QZ9DlibSsTU16Sb79qbU-ah5uZBzzj2XH0I3GGYYSrgDkJhSLmZYCpa-uCAc6AmaYMZELkpgp2gymPLBdY4uYlxDekziCYLKbzsddN_sbTav9zb0TWzaj_vs1YbYWTMIMdNtnS1i3Nl4ic6c3kR79TOn6P3x4a16zpcvT4tqvswNBdrnUhZOGFJScCVzjNBVzQoiLTZQQGkcLkWtmeO24MQQRxiuua7xSlNKuIMVnaLbcW8X_Gfq7dXa70KbKhWhnEmQhP9pgrJgpEhkpoiPJhN8jME61YVmq8NBYVADQXUkqAaC6kgwBa_H4Dr2PvyminS7lCLJ81FuWufDVn_5sKlVrw8bH1zQrWmiov9UfAM4tn8d</recordid><startdate>19751201</startdate><enddate>19751201</enddate><creator>Barry, Thomas E.</creator><creator>Tremblay, Roger L.</creator><general>Taylor & Francis Group</general><general>Board of Directors, American Academy of Advertising</general><general>Taylor & Francis Ltd</general><scope>AAYXX</scope><scope>CITATION</scope><scope>3V.</scope><scope>7WY</scope><scope>7WZ</scope><scope>7X5</scope><scope>7XB</scope><scope>87Z</scope><scope>88G</scope><scope>8A3</scope><scope>8FI</scope><scope>8FJ</scope><scope>8FK</scope><scope>8FL</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>CCPQU</scope><scope>DWQXO</scope><scope>FRNLG</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GHDGH</scope><scope>GNUQQ</scope><scope>K60</scope><scope>K6~</scope><scope>L.-</scope><scope>M0A</scope><scope>M0C</scope><scope>M2M</scope><scope>PQBIZ</scope><scope>PQBZA</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PSYQQ</scope><scope>PYYUZ</scope><scope>Q9U</scope><scope>8BJ</scope><scope>FQK</scope><scope>JBE</scope></search><sort><creationdate>19751201</creationdate><title>Comparative Advertising: Perspectives and Issues</title><author>Barry, Thomas E. ; Tremblay, Roger L.</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c303t-994f7c2830f85f523bd5429e1c0408cf187da5f6e462c2f251d6ad1ba3326f0b3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>1975</creationdate><topic>Advertising</topic><topic>Advertising and the Consumer</topic><topic>Advertising industry</topic><topic>Advertising research</topic><topic>Advertising restrictions</topic><topic>Brands</topic><topic>Comparative advertising</topic><topic>Consumer advertising</topic><topic>Consumer attitudes</topic><topic>False advertising</topic><topic>Marketing</topic><topic>Public policy</topic><topic>Shaving & shavers</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Barry, Thomas E.</creatorcontrib><creatorcontrib>Tremblay, Roger L.</creatorcontrib><collection>CrossRef</collection><collection>ProQuest Central (Corporate)</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>Entrepreneurship Database</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ABI/INFORM Global (Alumni Edition)</collection><collection>Psychology Database (Alumni)</collection><collection>Entrepreneurship Database (Alumni Edition)</collection><collection>Hospital Premium Collection</collection><collection>Hospital Premium Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni) (purchase pre-March 2016)</collection><collection>ABI/INFORM Collection (Alumni Edition)</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>Business Premium Collection (Alumni)</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>Health Research Premium Collection (Alumni)</collection><collection>ProQuest Central Student</collection><collection>ProQuest Business Collection (Alumni Edition)</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Archive</collection><collection>ABI/INFORM Global</collection><collection>ProQuest Psychology</collection><collection>ProQuest One Business</collection><collection>ProQuest One Business (Alumni)</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest One Psychology</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><jtitle>Journal of advertising</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Barry, Thomas E.</au><au>Tremblay, Roger L.</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Comparative Advertising: Perspectives and Issues</atitle><jtitle>Journal of advertising</jtitle><date>1975-12-01</date><risdate>1975</risdate><volume>4</volume><issue>4</issue><spage>15</spage><epage>20</epage><pages>15-20</pages><issn>0091-3367</issn><eissn>1557-7805</eissn><coden>JOADD7</coden><abstract>A strategy of advertising being used more and more frequently today, particularly in print and TV, is comparative advertising-the explicit verbal and/or visual presentation of competitor's names in the message. Although never banned, comparative advertising has historically been frowned upon particularly by the three major television networks. However, in early 1972 the Federal Trade Commission came out in favor of comparative advertising, and there has been a dramatic increase in its use in the past three years. There are many questions generated by a comparative advertising strategy. For example, "Is comparative advertising simply a comparison strategy or is it disparagement?" "Is it believable?" "Will it propogate more FTC regulation?" This article presents a perspective for comparative advertising and raises issues concerning its appropriateness for marketing managers.</abstract><cop>Provo</cop><pub>Taylor & Francis Group</pub><doi>10.1080/00913367.1975.10672603</doi><tpages>6</tpages></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0091-3367 |
| ispartof | Journal of advertising, 1975-12, Vol.4 (4), p.15-20 |
| issn | 0091-3367 1557-7805 |
| language | eng |
| recordid | cdi_jstor_primary_4187997 |
| source | Business Source Complete; Jstor Complete Legacy; Taylor & Francis Journals Complete |
| subjects | Advertising Advertising and the Consumer Advertising industry Advertising research Advertising restrictions Brands Comparative advertising Consumer advertising Consumer attitudes False advertising Marketing Public policy Shaving & shavers |
| title | Comparative Advertising: Perspectives and Issues |
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