Advertising Principles - Evidence-based principles

Dictionary of terms used in Advertising Principles

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Term Definition
Comparative advertising

Advertising that compares two or more specifically named or recognizably presented brands of the same type of product or service and makes comparisons in terms of one or more specific product or service attributes. Direct comparative advertising explicitly names a competitive brand (e.g., “better than Bose”) and indirect comparative advertising refers to a competitive brand without explicitly naming it (e.g., “better than other leading brands”).

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