Thesis (M.A.)--Michigan State University. Dept. of Advertising, Public Relations, and Retailing, 2008. / "Committee members: Dr. Keith Adler, Dr. Constantinos Coursaris, and Dr. Mira Lee"--Acknowledgments. Title from PDF t.p. (viewed on Aug. 6, 2009) Includes bibliographical references (p. 58-61). Also issued in print.

Comparative advertising is widely used in the U.S and much remains to be learnt about when comparative advertising is used with the two forms of verbal claim; factual and evaluative claim. An experimental design with the 2 forms of verbal content (factual vs evaluative) and the two forms of comparative advertisements (direct vs indirect) were examined to identify the form of verbal content and comparison that would be most persuasive. In measuring the persuasiveness, attitude towards the brand and purchase intention were included as dependable variables. Results show that there was no significant difference between the two types of verbal content and the two types of comparisons which indicate that any forms of verbal content under any form of comparative advertisements is equally persuasive.

Over the years, marketing researchers have conducted several investigations measuring the effectiveness of comparative advertising. The results of the investigations in this stream of research have been equivocal. While the results of some of the studies show comparative advertising inferior to noncomparative advertising, the results of some other studies show the opposite. A few other investigations show no difference between the effects of comparative and noncomparative advertising. After explaining the phenomenon of comparative advertising, its conceptualization is examined critically. Using the principles of categorization, the phenomenon of comparative advertising is reconceptualized. Next, the research proceeds to examine the effects of some of the dimensions of comparative advertising identified in its conceptualization. Specifically, this research analyzes the effects of explicitness of comparisons and specificity of cues in advertisements on consumers with differing levels of product familiarity. In a laboratory environment, the subjects’ responses to the advertisements are collected for informativeness of the advertisement, extreme brand evaluations, confidence in evaluations and purchase intention. The results show that high as well as low familiarity consumers find the explicit comparative advertisements more informative than the noncomparative advertisements. High familiarity consumers’ affective brand evaluation is more extreme and their purchase intention is greater with the explicit comparative advertisement than the noncomparative advertising. Further, the attribute cues about the sponsored brand in an advertisement are more effective than the general cues in raising the perceived informativeness of advertisements and their purchase intention more than the general information. Finally, the conceptual, substantive and methodological implications of the results are discussed and the directions for future research are identified. / Ph. D.

The Comparative Advertising - development of regulation in the Czech legal order Resumé My thesis analyzes the legal regulation of the comparative advertising in the Czech Republic. It deals not only with the current legislation, but it looks at the historical development and future perspectives too. The goal of my thesis is to provide a thorough guide to the development of its legal regulation within the particular eras of the Czech history, describe different approaches of legislators, judges and professionals, and eventually, I try to evaluate the current situation and draw conclusions. At the very beginning after my introduction I put a short chapter containing a few words about the term "comparative advertising" itself and about the different types of comparative advertising. Then, in the following chapter I chronologically address the issues of legal legislation in the history of the Czech Republic: the first part is dedicated to the time period of so called "First Republic" and its Law on protection against unfair competition and its vast judicature. The second part is concerned with the socialist era in our history, the complete rejection of the economic competition as such and the logical decline in the interest in the unfair competition legislation. The last two parts of this chapter mention the...

Thesis (M. Phil.)--University of Hong Kong, 2001. / Includes bibliographical references.

Darbe aptariami reklamos reglamentavimo Lietuvos ir Europos Sąjungos teisėje klausimai, siekiama atskleisti pagrindines su tuo susijusias problemas bei pasiūlyti jų sprendimo būdus. Darbe apžvelgiami skirtingų rūšių reklamą reglamentuojantys teisės aktai, analizuojami šiuose aktuose pateikiamų gaminių ir paslaugų reklamos sąvokų skirtumai, nagrinėjami pagrindiniai reklamos draudimai bei apribojimai, vertinami jų tikslai ir veiksmingumas, apsaugant visuomenę nuo neigiamų reiškinių reklamoje, pateikiami praktinių pažeidimų, susijusių su viešu reklamos skleidimu, pavyzdžiai bei jų vertinimas. Nagrinėjant reklamos teisinio reglamentavimo problematiką, pateikiama pavyzdžių iš Lietuvos teismų ir Konkurencijos tarybos praktikos, nes būtent ši praktika aiškiausiai atskleidžia atskirų reklamą reglamentuojančių teisės normų taikymo problematiką. Darbe pateikiamos išvados ir pasiūlymai, kaip galima būtų liberalizuoti reklamos ribojimą, nesudarant sąlygų piktnaudžiauti vis stiprėjančia reklamos įtaka eiliniam vartotojui. / The work discusses questions of advertising regulations in Lithuanian and European Union law, tries to reveal main problems of the regulations and suggests the ways of solving them. The work reviews different legal acts regulating advertising, analyses differences of various products and services advertising definitions, examines main prohibitions and restrictions of advertising, evaluates their objectives and efficiency of protecting society from negative aspects of advertising, presents examples of practical violations in public advertising and gives their evaluations. Problematic of legal advertising regulations is analyzed through presenting the examples in Lithuanian court and Competition Council cases, for this kind of practice points out main individual problems of legal advertising regulations. The work gives conclusions and suggestions how to liberate advertising restrictions in the way not to create possibilities to abuse a regular user with growing influence of advertising.

Made available in DSpace on 2016-03-15T19:33:50Z (GMT). No. of bitstreams: 0 Previous issue date: 2012-03-01 / Fundo Mackenzie de Pesquisa / This work deals with the theme comparative advertising and its involvement in consumer and competition rights. To understand the theme, which goes through when the comparative advertising is viable, we make a research directed to the main characters in the advertising activity, such as references to legislation relating to the proposed theme and the doctrinal analysis as well as CONAR's administrative jurisprudence, mainly to obtain a resolution for the proposed case. The phenomenon of competition will also be studied in the aspects which interest to derive the viability of comparative advertising. The jurisprudence of our courts may be cited, but not highlighted. Based on the doctrinal production and from CONAR, such as based on the rules of law that protect the legal system, we seek to understand the cause of comparative advertising is permitted or not in the practical world, compared to consumer and competition rights. / O presente trabalho trata do tema publicidade comparativa e seu envolvimento com os direitos do consumidor e da concorrência. Para se compreender o tema, o que passa por se verificar quando a publicidade comparativa é viável, realiza-se uma pesquisa voltada aos principais caracteres da atividade publicitária, como as referências legislativas atinentes ao tema proposto, bem como a análise doutrinária e da jurisprudência administrativa do CONAR, principalmente, para poder se auferir a resolução do caso proposto. O fenômeno da concorrência também será estudado, no que interessar para se auferir a viabilidade da publicidade comparativa. A jurisprudência de nossos tribunais poderá ser citada, mas não em destaque. Com base na produção doutrinária e do CONAR, bem como com base nas regras de direito que tutelam o sistema jurídico, buscase entender a causa da publicidade comparativa ser admitida ou não no mundo prático,frente aos direitos do consumidor e da concorrência.

This thesis deals with the legal regulation of comparative advertising in the Czech Republic and the Federal Republic of Germany. The aim of this thesis is to explain the correspondences and differences between the legal regulation of comparative advertising in the Czech Republic and Germany using analysis and comparison with particular focus on the European regulation of this institute. The first chapter presents the underlying theoretical system and sets the examined institute into the general framework of legal order. It defines the terms advertising and comparative advertising. Emphasis is put on explaining different approaches of legal orders to comparative advertising as a foundation for an analysis in subsequent parts of this thesis. The first chapter also introduces types of comparative advertising distinguished by doctrine. The second chapter is, due to the irreplaceable position of European legal regulation, dedicated to the genesis of legal regulation of comparative advertising in the European law. This section contains an analysis of single directives and their effects in chronological order. The third chapter uses the knowledge of European law to analyse the evolution of legal regulation of comparative advertising in national legal orders of the Czech Republic and Germany. Historical...

Networks, generically, refer to any application of graph theory in economics. Consider an undirected graph where nodes represent players and links represent relationships between them. Players can both form and delete links by which we mean that they can both form new relationships and terminate existing ones. A stable network is one in which no incentives exist to change the network structure. There can be various forms of stability depending on how many links players are allowed to form or delete at a time. Under strong pairwise stability, each player is allowed to delete any number of links at a time while any pair of players can form one link at a time. We introduce a network-value function, which assigns to each possible network a certain value. The value is allocated according to the component-wise egalitarian allocation rule, which divides the value generated by a component equally among members of the component (where a component refers to a maximally connected subgraph). An efficient network is one that maximizes the network value function. We show that there is an underlying conflict between strong pairwise stability and efficiency. Efficient networks are not necessarily strongly pairwise stable. This conflict can be resolved only if value functions satisfy a certain property called "middlemen-security". We further find that there is a broad class of networks called "middlemen-free networks" for which the above condition is automatically satisfied under all possible value functions. We also look at three network applications. A peering contract is an arrangement between Internet Service Providers under which they exchange traffic with one another free of cost. We analyze incentives for peering contracts among Internet service providers using the notion of pairwise stability. A hierarchy is a directed graph with an explicit top-down structure where each pair of linked agents have a superior-subordinate relationship with each other. We apply the notion of conjunctive permission value to demonstrate the formation of hierarchical firms in a competitive labor market. Comparative or targeted advertising is defined as any form of advertising where a firm directly or indirectly names a competitor. We also examine a model of targeted advertising between oligopolistic firms using non-cooperative game theoretic tools. / Ph. D.

This study was designed to test whether Japanese natives who retained traditional Japanese value orientations and who resided in the Dallas, Texas area would have unfavorable attitude toward the concept of comparative television advertising. Data were collected from 104 respondents of varying sex, age, education, occupation, length of stay in the United Sates, intention of settling in the United States, and television viewing horse. All null hypotheses were accepted, indicting that cultural influence among Japanese natives in the Dallas area did not result fin unfavorable attitude toward comparative advertising despite the fact that in Japan, the name of names in advertising is counter to basic Japanese culture and tradition.