Comparative advertising
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Article • WARC Best Practice, December 2020
News • 21 October 2018
Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018
News • 13 September 2018
Article • Brooke Hemphill, WARC Exclusive, September 2018
Research Paper • Fred Beard, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 296-306
Research Paper • Fred K. Beard, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 313-323
Article • Millward Brown Knowledge Points, 2009
Research Paper • Manfred Schwaiger, Carsten Rennhak, Charles R. Taylor and Hugh M. Cannon, Journal of Advertising Research, Vol. 47, No. 1, Mar 2007, pp. 2-13
Article • James Dyson, Market Leader, Issue 35, Winter 2006, pp. 18-22
Article • John Wood, Admap, January 2003, Issue 435, pp. 37-38
Research Paper • Jang-Sun Hwang, Int. Journal of Advertising, Vol. 21, No. 4, 2002, pp. 481-502
Article • Gunnar Waldman, ANA, Mar 2000
Article • Brinsley Dresden, Admap, January 2000
Research Paper • Stuart Van Auken and Arthur J Adams, Journal of Advertising Research, Vol. 38, No. 2, March/April 1998
Article • David Rickard, Admap, March 1995
Research Paper • William Neese and Ronald D Taylor, Journal of Advertising Research, Vol. 34, No. 2, March/April 1994
Research Paper • Prof Thomas E Barry, Int. Journal of Advertising, Vol. 12, No. 4, 1993
Research Paper • Tahi J. Gnepa, Journal of Advertising Research, Vol. 33, No. 5, September/October 1993
Research Paper • Prof Thomas E Barry, Journal of Advertising Research, Vol. 33, No. 2, March/April 1993
Research Paper • Prof Jeffrey J Stoltman and Prof Darrel D Muehling, Int. Journal of Advertising, Vol. 11, No. 2, 1992
Article • Ross Denton, Admap, September 1991
Article • Ross Denton, Admap, December 1990
Article • Stanley Tannenbaum, Classic Speeches - 4As, 1976
Article • Andrew Kershaw, Classic Speeches - 4As, 1976
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Article • WARC Best Practice, December 2020
Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority. -
Article • Brooke Hemphill, WARC Exclusive, September 2018
Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44%, by rethinking the traditional ‘before and after’ shots. -
Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018
Wendy’s, the quick-service restaurant (QSR) chain, has deployed Twitter, the social network, as a powerful tool for building consumer engagement. -
Research Paper • Fred Beard, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 296-306
U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising. -
Article • Millward Brown Knowledge Points, 2009, pp. 0-0
This Knowledge Point article states that comparative advertising can be effective even when it does not disclose the name of a specific competitor. -
Research Paper • Fred K. Beard, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 313-323
A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors.