RETAIL COMPARATIVE PRICE PRACTICES IN NEWSPAPER ADVERTISING Available to Purchase

Are retail advertisers using price‐featuring tactics effectively?After a review of past findings on the effectiveness of comparative price formats, this study conducted a content analysis of retail newspaper advertising. The study revealed that advertisements for service retailers and service products consistently used the least effective approaches. Nearly half of all the clothing and department store advertising examined used less effective tactics. Other retailers and retail items tended to use the more effective approaches.