Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns - Recently, Germany lifted a ban on comparative advertising, but some questions remain about whether comparative advertising can be effective with German consumers. An analysis of two advertising campaigns provides evidence that comparative advertisments may be effective in Germany in some contexts, but not in others.
Year of publication: |
2007
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Authors: | Schwalger, Manfred ; Rennhak, Carsten ; Taylor, Charles R. ; Cannon, Hugh M. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 47.2007, 1, p. 2-13
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