Attribute upgrading through Across-Class, Within-Category comparison advertising

Generic product category groups give opportunities for strategic market development. One of the most common objective of this focus is to achieve a competitive advantage over 'within class' rivals.

Attribute Upgrading Through Across-Class, Within-Category Comparison Advertising

Stuart Van Auken California State University, Chico, CA. and Arthur J. Adams University of Louisville

Product classes such as generic cigarettes, midpriced sporty cars, or department-store toy sections reside within overall product categories (i.e., cigarettes, cars, and toy retailers). These classes are often used as the focal point for market segme

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