Warm off the Presses
Cultural norms and legal restrictions in foreign countries have circumscribed the use of comparative advertising found to be very efficacious in the United States. In the article Can Comparative Advertising be Effective in Germany? A Tale of Two Campaigns, VSB’s Professor of Marketing Raymond Taylor with his colleagues surveyed reactions to a price comparative campaign in the German telecommunications market and emotive comparative advertisement in the automobile industry. Their findings support the theory that in Germany comparative advertising is not likely to suffer from cultural bias and that the strongest basis for comparative advertising is reasoned action.