CO OZNACZA SŁOWO COMPARATIVE ADVERTISING
Reklama porównawcza
Reklamy porównawcze to reklama, w której określony produkt lub usługa wymienia konkretnego konkurenta według nazwy w celu wykazania, dlaczego konkurent jest gorszy od produktu na jego nazwie. Reklamy porównawcze, zwane również "kopiącą kopią", są luźno definiowane jako reklamy, w których "reklamowana marka jest wyraźnie porównywana z jedną lub kilkoma konkurencyjnymi markami, a porównanie jest nie zauważane przez widzów". Nie należy tego mylić z reklamami parodialnymi, gdzie fikcyjny produkt jest reklamowany w celu zabawy w danej reklamie, ani nie powinien być mylony z użyciem wymyślonej nazwy handlowej w celu porównania produktu bez faktycznego nazewnictwa rzeczywistego konkurenta. W Stanach Zjednoczonych Federalna Komisja Handlowa określiła reklama porównawczą jako "reklamę, która porównuje alternatywne marki z obiektywnie wymiernymi atrybutami lub ceną i identyfikuje alternatywną markę według nazwy, ilustracji lub innej odrębnej informacji". Ta definicja została zastosowana w przypadku Gillette Australia Pty Ltd w Energizer Australia Pty Ltd.
Definicja słowa comparative advertising w słowniku
Definicja reklamy porównawczej w słowniku jest formą reklamy, w której produkt jest porównywany z podobnymi produktami na rynku.
KSIĄŻKI POWIĄZANE ZE SŁOWEM «COMPARATIVE ADVERTISING»
Poznaj użycie słowa
comparative advertising w następujących pozycjach bibliograficznych Książki powiązane ze słowem
comparative advertising oraz krótkie ich fragmenty w celu przedstawienia kontekstu użycia w literaturze.
1
The law of
comparative advertising: Directive 97/55/EC in ...
This book consists of a careful analysis of the comparative advertising directive, giving background both to the regulation of comparative advertising in the United Kingdom and Germany and to the passing of the directive.
Ansgar Ohly, Michael Spence,
2000
2
Advertising Promotion and Other Aspects of Integrated ...
See James J. Kellaris and Anthony D. Cox, “The Effects of Back~ ground Music in
Advertising,” journal of Consumer Research 16 (June 1989), 113—18. See
Darrel D. Muehling, Donald E. Stem, Jr., and Peter Raven, “Comparative
Advertising: ...
Terence Shimp, J. Craig Andrews,
2013
3
Comparative advertising and price: Implementation of ...
The legal implications surrounding comparative advertising open up to a wide
field of study. Its issues have, to different degrees, been considered on numerous
occasions by academics of all backgrounds. Hence, to give a detailed outline of ...
4
Trade Marks at the Limit
While European law is sceptical of comparative advertising, US law embraces it.
As long as it does not confuse or deceive the public, an American advertiser has
a good deal of freedom to use a competitor's trade name, trade mark, or other ...
Comparative advertising is a form of advertising in which two or more named or
recognizable brands of the same product class are compared and the
comparison is made in terms of one or more product attributes.1 The
comparisons can be ...
6
Towards a European Unfair Competition Law: A Clash Between ...
d Comparative Advertising Directive In 1997, the Misleading Advertising Directive
was amended in order to include comparative advertising.150 As a result, a
consolidated Directive concerning misleading and comparative advertising was ...
EFFECTS OF COMPARABLE ADVERTISING Following are effects of
comparative advertising as found out by various researchers : 1. Belch (1981);
Swinyard (1981). Comparative advertising fosters more counter argumentation
than ...
C.L. Tyagi, Arun Kumar,
2004
8
Essentials of Marketing
Some advertisers even use comparative advertising against their own brands.
Products experiencing slow growth or entering the marketplace against strong
competitors are more likely to employ comparative claims in their advertising.
Charles Lamb, Joe Hair, Carl McDaniel,
2011
9
Recent Developments in Antitrust: Theory and Evidence
8.2.2 Comparative Advertising in the European Union We first describe the recent
harmonization of the law on comparative advertising in the European Union, then
we consider legal practice focusing on the United Kingdom. Differences ...
10
The
Advertising Business: Operations, Creativity, Media ...
"The Effects of Comparative Advertising on Attention, Memory, and Purchase
Intentions," Journal of Consumer Research, vol. 17, September 1990. 180-191. 2.
Thomas E. Barry, "Comparative Advertising: What Have We Learned in Two ...
WIADOMOŚCI, KTÓRE ZAWIERAJĄ SŁOWO «COMPARATIVE ADVERTISING»
Sprawdź, o czym dyskutuje się w prasie krajowej i zagranicznej oraz jak jest stosowane słowo
comparative advertising w wiadomościach.
Pharmaceutical Advertising 2015 - Canada Chapter
In a related vein, Health Canada requires ASC to implement SOPs for the pre-clearance of therapeutic comparative advertising claims, to help ... «Mondaq News Alerts, Lip 15»
Advertising and infringement: a comparative global overview
However, comparative advertising must still be accurate and not contain misleading or deceptive representations that contravene the Australian Consumer Law. «World Trademark Review, Lip 15»
Avoiding the pitfalls of comparative advertising
Businesses who regularly use comparative advertising to get a leg up on their competitors and who want to avoid being hauled in front of the ... «Lexology, Cze 15»
Going Global in Mobile Video: 8 Factors to Consider
For example, in some countries, “comparative advertising” (think Apple vs. Mac commercials) is viewed as crass and unacceptable. Be aware ... «ADOTAS, Cze 15»
The Warehouse compares prices with Farmers in toy catalogue
Price comparative advertising is common in the United States but advertising experts say it is not widely used in New Zealand. "It's not seen a ... «Stuff.co.nz, Cze 15»
NAD doesn't trim back humor with a razor – important new ruling on …
(As an aside, back in the day before the FTC's Comparative Advertising Policy Statement, when the network's banned comparative advertising, ... «Lexology, Cze 15»
Reform of the EU trade mark framework
If a trade mark is used for comparative advertising and the requirements of the Comparative Advertising Directive are not met, the owner of the ... «Lexology, Cze 15»
No Coke, Pepsi. No Infringement, Summary Judgment?
Or, what if a consumer is actually using the mark as comparative advertising, similar to walking into retail store and asking whether they have ... «JD Supra, Cze 15»
Changes to the EU trade mark regime
The changes confirm that the owner of an EUTM or a national mark can prevent a third party using a sign in comparative advertising in a way ... «Lexology, Cze 15»
Dunnes' Aldi comparison ads 'likely to deceive customers' - judge
Mr Justice Brian Cregan said Dunnes Stores had infringed customer protection law and EU regulations in its comparative advertising with ... «RTE.ie, Cze 15»