The use of comparative advertising has escalated from an occasional, partially disguised acknowledgement of the competition to direct, point-by-point comparisons of the sponsored and competing brands. This article presents a conceptual framework for classifying and evaluating different comparison advertising formats. The framework identifies different formats along two multi-level dimensions. Examples of several research questions that could be addressed using the framework are presented.
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Lamb et al. (1978) studied this question.
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