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.

Practitioner Views of Comparative Advertising: How Practices Have Changed in Two Decades

Fred K. Beard

University of Oklahoma

Management slant

  • The study reported in this article sought the views of advertising agency creative executives regarding the...