OBSERVATIONS: Comparative Advertising in Magazines: Nature, Frequency, and a Test of the "Underdog" Hypothesis

A study of comparative advertising in magazines. Hypotheses tested were: a) that the intensity of comparative advertising varies with the life cycle of the product; b) comparative advertising may be counterproductive, especially when used by the leading brand.

OBSERVATIONS: Comparative Advertising in Magazines: Nature, Frequency and a Test of the 'Underdog' Hypothesis

Tahi J Gnepa California State University, Stanislaus

In a political context when a candidate compares his or her record with that of his or her opponent while stressing its weaknesses, it is known as negative advertising. Similar references to competition in the marketplace are known as comparative adv

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands