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Comparative advertising literature review

These are some of the biggest brand battles in history. And we know about these battles in part due to comparative advertising. Startups like Intercom , Podia , and Decibite are using comparative advertising, and blending it with content marketing. They do this by creating landing pages which target comparison keywords to win over comparison shoppers. Here's an example of Decibite in comparison to their competitors :. Here's an example of Podia compared to their competitors :.
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Scope of comparative advertising in India

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Anjali S. Green consumer behaviour tourism marketing online consumer behaviour. International Journal of Consumer Studies, , Information and Communication Technologies in Tourism , , International Review of Business Research Papers 6 1 , ,
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Consumer Responses to Creative Media Advertising: A Literature Review

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These tools mostly used for spreading the awarenes of the new products, enhancing the recall of the brand but mostly for increasing the number of sales as the company needs profits to survive in the long term. The report have deeply looked at the communication tools in practice when the creative strategy for the new Cadbury product was set. The paper analysed in what situation it is better to use advertising, PR or direct marketing for the Cadbury brand, therefore the advantages and disadvantages of the tools were found. For example, it has been identified that advertising is one of the useful tool for brand promotion because it is able to reach a wider audience within the shortest possible time frame Egan,
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