Practitioner Views of Comparative Advertising
重复1989年对高级广告创意从业者的调查发现，他们对明确指名竞争对手的比较广告仍持相当正面的看法，但对其相对有效性的信心有所下降，同时更确信自己理解其有效条件。
<h3>ABSTRACT</h3> A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors. Although significant differences between the two studies show that today9s top creative people express somewhat less confidence in the relative effectiveness of comparative advertising, the findings also show that they are significantly more confident that they understand under what conditions it will be effective. Differences between the original survey and its replication suggest important directions for future research on comparative advertising.