A Taxonomy for Comparative Advertising Research Academic Article uri icon


  • The use of comparative advertising has escalated from an occasional, partially disguised acknowledgement of the competition to direct, point-by-point comparisons of the sponsored and competing brands. This article presents a conceptual framework for classifying and evaluating different comparison advertising formats. The framework identifies different formats along two multi-level dimensions. Examples of several research questions that could be addressed using the framework are presented. 1978 Taylor & Francis Group, LLC.

published proceedings

  • Journal of Advertising

author list (cited authors)

  • Lamb, C. W., Pride, W. M., & Pletcher, B. A.

citation count

  • 16

complete list of authors

  • Lamb, Charles W||Pride, William M||Pletcher, Barbara A

publication date

  • March 1978