Beard, 2013 - Google Patents

Practitioner views of comparative advertising: How practices have changed in two decades

Beard, 2013

Document ID
9067957214756432712
Author
Beard F
Publication year
Publication venue
Journal of Advertising Research

External Links

Snippet

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. Although significant differences between the two studies show that today's top …
Continue reading at www.tandfonline.com (other versions)

Classifications

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    • G06Q30/00—Commerce, e.g. shopping or e-commerce
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    • G06Q30/0241—Advertisement
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    • G06Q30/0269—Targeted advertisement based on user profile or attribute
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    • G06Q30/00—Commerce, e.g. shopping or e-commerce
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    • G06Q10/00—Administration; Management
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    • G06Q40/00—Finance; Insurance; Tax strategies; Processing of corporate or income taxes

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