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1. The Pros and cons of negative and comparative advertising.

Author

Dresden, Brinsley

Subjects
COMPARATIVE advertising, CONSUMER behavior, ADVERTISING, ADVERTISING laws, INTELLECTUAL property, PUBLIC relations, ECONOMIC competition
Abstract

The article discusses the advantages and disadvantages of comparative advertising campaigns, their effect on consumer behavior, public relations, intellectual property and the advertising law in Great Britain. It states that negative advertising has adverse effects on consumers as compared to positive advertising but strengthens public relations. It further states that comparative advertising can encourage competition and brings out the best of products to the benefit of consumers.

Published
2011

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