An investigation of factors underlying practitioners' attitudes toward comparative advertising

The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature.

An investigation of factors underlying practitioners' attitudes toward comparative advertising

Darrell D. Muehling and Jeffrey J. Stoltman

The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature. However, few studies have specifically dealt with this topic from the advertising practitioner