8-49 In Europe, comparative advertising is a dangerous area to get involved in. There are many legal

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8-49 In Europe, comparative advertising is a dangerous area to get involved in. There are many legal pitfalls, and many consumers do not respond well to advertisements that depict competitors in a poor light. Some consumers get the impression that if a brand needs to mention another brand in their advertising, then they are worried about them. Find some examples of comparative advertising in your country. Are they effective and persuasive?

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