Practitioner Views of Comparative Advertising: How Practices Have Changed in Two Decades
University of Oklahoma
Management slant
- The study reported in this article sought the views of advertising agency creative executives regarding the...
Practitioner Views of Comparative Advertising: How Practices Have Changed in Two Decades
A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors.
