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GUIDELINES FOR COMPARATIVE ADVERTISING IN INDUSTRIAL TRADE PUBLICATIONS

Thomas H. Stevenson, Linda E. Swayne

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 January 1988

159

Abstract

Comparative advertising has been viewed as an aggressive advertising tactic that is useful in selected situations. However, because of the risks involved, many advertisers are skeptical of using comparative advertising as a long‐term strategy.

Citation

Stevenson, T.H. and Swayne, L.E. (1988), "GUIDELINES FOR COMPARATIVE ADVERTISING IN INDUSTRIAL TRADE PUBLICATIONS", Journal of Business & Industrial Marketing, Vol. 3 No. 1, pp. 37-44. https://doi.org/10.1108/eb006049

Publisher

:

MCB UP Ltd

Copyright © 1988, MCB UP Limited

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