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Browse Articles by "Marketing"
Title: Communicative Effectiveness of Comparative Advertising
Authors: N Kinra, V S P Prasad
Issue/Year: Oct-1990
Section: Research
Abstract: How does the communicative effectiveness of explicit comparative advertising vary in contrast to non-comparative, supporting and copy as well as implied, 'brand X' comparative ad copy? In this research study, N Kinra and V S P Prasad examine this question based on a sample of purchase managers drawn from 129 Indian organizations. Their analysis indicates that explicit comparative advertising is not as rewarding as non-comparative advertising in the Indian context, particularly for new and unknown brands.
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