To read the full version of this content please select one of the options below:

RETAIL COMPARATIVE PRICE PRACTICES IN NEWSPAPER ADVERTISING

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 May 1991

Abstract

Are retail advertisers using price‐featuring tactics effectively? After a review of past findings on the effectiveness of comparative price formats, this study conducted a content analysis of retail newspaper advertising. The study revealed that advertisements for service retailers and service products consistently used the least effective approaches. Nearly half of all the clothing and department store advertising examined used less effective tactics. Other retailers and retail items tended to use the more effective approaches.

Keywords

Citation

Haynes, P.J. (1991), "RETAIL COMPARATIVE PRICE PRACTICES IN NEWSPAPER ADVERTISING", International Journal of Retail & Distribution Management, Vol. 19 No. 5. https://doi.org/10.1108/EUM0000000002947

Publisher

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited