Comparative advertising: the advertising industry's own brand of consumerism
Stanley TannenbaumKenyon & Eckhardt
The subject of comparative advertising has so many ramifications it would be presumptuous of me to simply give you the single viewpoint of one advertising agency…no matter how interesting our experience.
Accordingly, acting as a reporter-investigator, I decided to contact a number of the principal groups affected by comparative advertising.
Because of the press of time, or corporate policy, all of my contacts, understandably, did not respond to my questioning. But I anticipated some dead end probing. So, I was...