Until we saw the results. To many practitioners and academics, comparative advertising is ridiculous; to others, it is a very effective means of competing in the marketing communication war. During ...

Attack ads are more heavily regulated in Europe than in the U.S., where the Federal Trade Commission states that “the use of truthful comparative advertising should not be restrained by broadcasters ...

In fact, research shows that the elasticity of sales to advertising is .1, while the elasticity of sales to price is –2.5. Comparative advertising occurs when two or more specifically named or ...