Refuting a Competitor's Advertising Claim
M. Carole Macklin
(Associate Professor of Marketing at the University of Cincinnati)
Crofford J. Macklin Jr.
(Partner in the law firm of Porter, Wright, Morris, and Arthur in Dayton, Ohio)
125
Abstract
When comparative advertisements are used by competitors, they become lethal weapons. If a competitor's advertising claims appear to be deceptive, one must decide the best course of action, if any. Because the Federal Trade Commission (FTC) has decreased its regulatory activity in this area, companies need to consider other avenues of defense.
Citation
Carole Macklin, M. and Macklin, C.J. (1987), "Refuting a Competitor's Advertising Claim", Journal of Business Strategy, Vol. 8 No. 1, pp. 71-75. https://doi.org/10.1108/eb039190
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited