TITLE

Pros and cons of comparative ads

PUB. DATE
November 2006
SOURCE
Medical Marketing & Media;Nov2006, Vol. 41 Issue 11, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents the views of advertising executives on the issues of comparative advertising used by pharmaceutical companies. Ken Zasky, president of Starlink Worldwide, emphasizes the significance of comparative advertising in differentiating between products. Anne Devereux, CEO of LLNS, discusses the significance of brand differentiation. Phil Deschamps, president and CEO of GSW Worldwide, explains that this type of advertising can adversely affect the confidence or appeal of brands.
ACCESSION #
23138582

Tags: ADVERTISING executives;  ZASKY, Ken;  DEVEREUX, Anne;  DESCHAMPS, Phil;  COMPARATIVE advertising;  ADVERTISING -- Drugs;  PHARMACEUTICAL industry

 

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