Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Chiagouris, L. 2010. Comparative Advertising. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
This article discusses the origin of comparative advertising and the conditions under which is it more or less effective, and discusses the relevant government regulation and legislation.
- comparative advertising;
- advertising claims;
- government regulation