Comparative advertising effectiveness

Montero Martinez, Adrián

dc.contributor	Woiczyk, Thomas Karl Alfred
dc.contributor.author	Montero Martinez, Adrián
dc.date	2021
dc.date.accessioned	2022-02-16T12:52:28Z
dc.date.available	2022-02-16T12:52:28Z
dc.date.issued	2022-02-16
dc.identifier.uri	http://hdl.handle.net/11201/157700
dc.description.abstract	[eng] Coca-Cola and Pepsi, Apple and Samsung, Burger King and McDonald’s; rivalry amongst competitors and their products is a common phenomenon in the marketplace. Companies often make use of such relationships by employing so called comparative marketing. In this project, I will give a short introduction into this concept from a marketing perspective and discuss how it is in line (or not) with established behavioural theories. More specifically, I will analyse how the comparison with other products or brands affects the consumer behaviour from a theoretical level, supported by actual examples from the industry. Of particular interest is the ambivalent effect of comparative marketing – implicit or explicit – on the reputation of the competitors	ca
dc.format	application/pdf
dc.language.iso	eng	ca
dc.publisher	Universitat de les Illes Balears
dc.rights	all rights reserved
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	33 - Economia	ca
dc.subject.other	Behavioural theories	ca
dc.subject.other	Marketing	ca
dc.subject.other	Decoy effect	ca
dc.subject.other	Choice architecture	ca
dc.subject.other	Persuasion	ca
dc.title	Comparative advertising effectiveness	ca
dc.type	info:eu-repo/semantics/bachelorThesis	ca
dc.type	info:eu-repo/semantics/publishedVersion