Comparative advertising can be a very powerful form of advertising-if used correctly. Watch some of the Apple

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Comparative advertising can be a very powerful form of advertising-if used correctly. Watch some of the Apple iMac ads comparing (favorably) a Mac to a PC. Discuss what makes these ads so effective. (You can find many of the ads on Apple's Web site: www.apple.com.)
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Principles of Marketing

ISBN: 978-0134492513

17th edition

Authors: Philip Kotler, Gary Armstrong

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