Comparitive advertising
At a meeting of the Association of Advertising Agencies In 1989, members voted against comparative advertising, but the mere fact that the AAA found the Issue Important enough to bring to a ballot and because the outcome was so close, proves just how relevant and Immediate this issue is. This explo...
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| Format: | Article |
| Language: | English |
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University of Johannesburg
2022-11-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/2042 |
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| _version_ | 1832593898885611520 |
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| author | Vanessa Bloom |
| author_facet | Vanessa Bloom |
| author_sort | Vanessa Bloom |
| collection | DOAJ |
| description |
At a meeting of the Association of Advertising Agencies In 1989, members voted against comparative advertising, but the mere fact that the AAA found the Issue Important enough to bring to a ballot and because the outcome was so close, proves just how relevant and Immediate this issue is. This exploratory Informal article aims to "stir the pot" and generate debate on this controversial practice. The lack of unanimity amongst practitioners in the Industry and the findings of the Informal pilot study point to a need for substan tial consumer research, something which to date has been sorely neglected. This article does not profess to do anything more than suggest hypotheses for study, but is does prove that the Issue of comparative advertising should not be "swept under the carpet" by a conspiracy of reluctance to "upset the apple-cart", but should be looked at honestly, from both the Industry's and the consumers' point of view.
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| format | Article |
| id | doaj-art-f0329c45fdd04635bae88deabf8c6eae |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-11-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-f0329c45fdd04635bae88deabf8c6eae2025-01-20T08:44:58ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-11-019110.36615/jcsa.v9i1.2042Comparitive advertisingVanessa Bloom0University of Johannesburg At a meeting of the Association of Advertising Agencies In 1989, members voted against comparative advertising, but the mere fact that the AAA found the Issue Important enough to bring to a ballot and because the outcome was so close, proves just how relevant and Immediate this issue is. This exploratory Informal article aims to "stir the pot" and generate debate on this controversial practice. The lack of unanimity amongst practitioners in the Industry and the findings of the Informal pilot study point to a need for substan tial consumer research, something which to date has been sorely neglected. This article does not profess to do anything more than suggest hypotheses for study, but is does prove that the Issue of comparative advertising should not be "swept under the carpet" by a conspiracy of reluctance to "upset the apple-cart", but should be looked at honestly, from both the Industry's and the consumers' point of view. https://journals.uj.ac.za/index.php/jcsa/article/view/2042Association of Advertising Agenciescomparative advertisingcontroversial practiceInformal pilot studyconsumer research |
| spellingShingle | Vanessa Bloom Comparitive advertising Communicare Association of Advertising Agencies comparative advertising controversial practice Informal pilot study consumer research |
| title | Comparitive advertising |
| title_full | Comparitive advertising |
| title_fullStr | Comparitive advertising |
| title_full_unstemmed | Comparitive advertising |
| title_short | Comparitive advertising |
| title_sort | comparitive advertising |
| topic | Association of Advertising Agencies comparative advertising controversial practice Informal pilot study consumer research |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/2042 |
| work_keys_str_mv | AT vanessabloom comparitiveadvertising |