dc.contributor.author | Fred Beard | |
dc.date.accessioned | 2016-01-14T19:53:09Z | |
dc.date.accessioned | 2016-03-30T15:36:31Z | |
dc.date.available | 2016-01-14T19:53:09Z | |
dc.date.available | 2016-03-30T15:36:31Z | |
dc.date.issued | 2010-09-01 | |
dc.identifier.citation | Beard, F. (2010). Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences. Journal of Macromarketing, 30(3), 270-286. doi: 10.1177/0276146710372222 | en_US |
dc.identifier.uri | https://hdl.handle.net/11244/25089 | |
dc.description.abstract | This historical study contributes to the extensive literature on comparative advertising by examining the causes and consequences of comparative advertising wars; that is, when one advertiser responds to a direct or implied attack by another advertiser. Primary and secondary sources consist of articles published in historic and contemporary marketing and advertising trade journals, such as Printers’ Ink, Advertising & Selling, and Advertising Age. The findings reveal that well-publicized advertising wars occurred frequently between major U.S. advertisers throughout the twentieth century and into the twenty-first, and that they most often occurred in product and service markets characterized by intense competition. Many, if not most, advertisers’ principal motive for responding to a comparative advertising attack has been emotional rather than rational. The findings also reveal that advertising wars often became increasingly hostile, leading to negative consequences for all combatants, as well as a broad and negative social consequence in the form of potentially misleading advertising. | en_US |
dc.language.iso | en_US | en_US |
dc.publisher | Journal of Macromarketing | |
dc.rights | Attribution 3.0 United States | |
dc.rights.uri | https://creativecommons.org/licenses/by/3.0/us/ | |
dc.subject | advertising history | en_US |
dc.subject | marketing history | en_US |
dc.subject | competition | en_US |
dc.subject | advertising strategy | en_US |
dc.title | Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences | en_US |
dc.type | Research Article | en_US |
dc.description.peerreview | Yes | en_US |
dc.description.peerreviewnotes | https://us.sagepub.com/en-us/nam/manuscript-submission-guidelines | en_US |
dc.identifier.doi | 10.1177/0276146710372222 | en_US |
dc.rights.requestable | false | en_US |