GUIDELINES FOR COMPARATIVE ADVERTISING IN INDUSTRIAL TRADE PUBLICATIONS
Thomas H. Stevenson
(Professor of Marketing at the University of North Carolina at Charlotte. He received his B.S. and M.B.A. degrees from Syracuse University and earned a Ph.D. in marketing from Case Western Reserve University.)
Linda E. Swayne
(Linda E. Swayne is Associate Professor of Marketing at the University of North Carolina at Charlotte.)
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Abstract
Comparative advertising has been viewed as an aggressive advertising tactic that is useful in selected situations. However, because of the risks involved, many advertisers are skeptical of using comparative advertising as a long‐term strategy.
Citation
Stevenson, T.H. and Swayne, L.E. (1988), "GUIDELINES FOR COMPARATIVE ADVERTISING IN INDUSTRIAL TRADE PUBLICATIONS", Journal of Business & Industrial Marketing, Vol. 3 No. 1, pp. 37-44. https://doi.org/10.1108/eb006049
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited