Comparative Advertising as Corporate Strategy: An Investigation of Key United States Industries

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Description

This study is designed to examine comparative advertising as a viable advertising strategy in today's competitive business environment. Frequency and use of comparisons by the selected key industries and advertising agencies are investigated. Analysis is conducted to determine similarities and differences between firms who elect or avoid comparative advertising. Based on an analysis of the findings, certain conclusions are presented. The industry leader is not likely to use comparative advertising in most industries. Firms that are fourth or smaller in market share are most likely to use comparisons. However, the smallest firms, in terms of dollar sales volume, are least ... continued below

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xi, 231 leaves : ill.

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Swayne, Linda E. August 1978.

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  • Swayne, Linda E.

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Description

This study is designed to examine comparative advertising as a viable advertising strategy in today's competitive business environment. Frequency and use of comparisons by the selected key industries and advertising agencies are investigated. Analysis is conducted to determine similarities and differences between firms who elect or avoid comparative advertising. Based on an analysis of the findings, certain conclusions are presented. The industry leader is not likely to use comparative advertising in most industries. Firms that are fourth or smaller in market share are most likely to use comparisons. However, the smallest firms, in terms of dollar sales volume, are least likely to use comparative advertising.

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xi, 231 leaves : ill.

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  • August 1978

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  • March 9, 2015, 8:15 a.m.

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  • Nov. 28, 2018, 4:51 p.m.

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Swayne, Linda E. Comparative Advertising as Corporate Strategy: An Investigation of Key United States Industries, dissertation, August 1978; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc500288/: accessed December 16, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .