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Keywords: Comparative advertising
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Journal Articles
Content analysis of comparative claims in drug advertisements
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2016) 10 (3): 302–322.
Published: 05 September 2016
... the comparative advertising tactics used in both consumer and physician prescription drug advertisements. Often, an advertisement is created to appeal to a specific audience, recognizing that different audience characteristics will place different degrees of importance on various product attributes...
