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[Pottree@domain.elided]

In a message dated 03/14/2002 11:50:27 AM Pacific Standard Time, 
owner-alfa-digest@domain.elided writes:


> Your point about the dangers of mentioning the other brand is, however,
> well made. Curiously, many US consumers appear to think that badmouthing
> the other guy (unless he's a politician) is not quite decent and so an
> aggressive ad can backfire. Also, there's always the danger of getting 
> sued.
> 

Without going into a disquisition on an otherwise boring topic, my own 
experience from too many years in the ad trenches is that while direct 
comparisons are made in US advertising, it is a risky strategy in some ways 
and a problem in others and so, although you might site some examples, it is 
rarely used.

Charlie
LA, CA, USA

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