Review the do's and don'ts of comparison advertising and then think about each of the brand pairs

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Review the do's and don'ts of comparison advertising and then think about each of the brand pairs listed below. Comment on whether you think comparison ads would be a good choice for the product category in question, and if so, which brand in the pair would be in the most appropriate position to use comparisons: Coors Light versus Bud Light beer, Nuprin versus Tylenol pain reliever, Wendy's versus McDonald's hamburgers.
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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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