Advertising Principles - Evidence-based principles


6.8.2 - Compare the product with market leaders: Avis - Complies

Note: Avis Rental Cars began its "We try harder' Glossary Link campaign in 1962. The implication was that hertz takes its customes for granted and does not provide good service. Avis' market share went from 10% to 35% over the next few years.



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