Until we saw the results. To many practitioners and academics, comparative advertising is ridiculous; to others, it is a very effective means of competing in the marketing communication war. During ...

Answer: While we can’t provide any specific recommendations with knowing all the aspects of your particular situation, one thing you might want to think about comes from the basic research on ...

In a political context when a candidate compares his or her record with that of his or her opponent while stressing its weaknesses, it is known as negative advertising. Similar references to ...