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- W2297304328 abstract "The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature. However, few studies have specifically dealt with this topic from the advertising practitioner's perspective. This paper reports the findings of an empirical investigation aimed at determining some of the factors and underlying perceptions contributing to American advertisers' and agency representatives' attitudes toward comparative advertising. Often-cited criticisms/concerns about comparative advertising as well as past and future plans to use a comparative format were specifically considered." @default.
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- W2297304328 date "1992-01-01" @default.
- W2297304328 modified "2023-09-25" @default.
- W2297304328 title "An Investigation of Factors Underlying Practitioners' Attitudes Toward Comparative Advertising" @default.
- W2297304328 cites W2057842542 @default.
- W2297304328 doi "https://doi.org/10.1080/02650487.1992.11104489" @default.
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