Verbal Strategies for Indirect Comparative Advertising

A study of comparative versus non-comparative copy, to test a number of hypotheses about the superiority of the former.

Verbal strategies for indirect comparative advertising

William Neese and Ronald D Taylor

One critical area for research related to marketing communications centers on the contribution that advertising makes to the consumer decision-making process (Cobb and Hoyer, 1985; Schmalensee, 1983). However, studies in this area tend to analyse the