Competitor advertising
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Competitor advertising is undertaken as either a response to a competitor's actions or proactively to develop market performance. There are three main forms: defensive; comparative; and endorsement advertising.
Definitions
According to the Marketing Communications by Fill (5th edition),
- Competitor advertising. Undertaken as either a response to a competitor's actions or proactively to develop market performance. There are three main forms: defensive; comparative; and endorsement advertising.
