Comparative advertising: the advertising industry's own brand of consumerism

Replying to Stanley Tannenbaum at the 4A's (the American Association of Advertising Agencies) 1976 Annual Meeting, Andrew Kershaw of Ogilvy & Mather Research, cites the group’s research to argue that comparative advertising falls short of traditional advertising methods, and may damage a brand's image.

Comparative advertising: the advertising industry's own brand of consumerism

Andrew KershawOgilvy & Mather

Friends, Admen, Persuaders, lend me your ears.

I come to bury comparative advertising, not to praise it.

Stanley Tannenbaum says it is a Good Thing,

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