47 research outputs found
Bacterial strains from floodplain soils perform different plant-growth promoting processes and enhance cowpea growth
Diversity and nitrogen fixation efficiency of rhizobia isolated from nodules of Centrolobium paraense
Resposta do feijão-caupi à inoculação com estirpes de Bradyrhizobium recomendadas para a soja
Nursery growth and rhizobia symbiosis of scandent Leguminosae species native to the Amazon region
Isolation and characterization of two plant growth-promoting bacteria from the rhizoplane of a legume (Lupinus albescens) in sandy soil
Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences
This historical study contributes to the extensive literature on comparative advertising by examining the causes and consequences of comparative advertising wars; that is, when one advertiser responds to a direct or implied attack by another advertiser. Primary and secondary sources consist of articles published in historic and contemporary marketing and advertising trade journals, such as Printers’ Ink, Advertising & Selling, and Advertising Age. The findings reveal that well-publicized advertising wars occurred frequently between major U.S. advertisers throughout the twentieth century and into the twenty-first, and that they most often occurred in product and service markets characterized by intense competition. Many, if not most, advertisers’ principal motive for responding to a comparative advertising attack has been emotional rather than rational. The findings also reveal that advertising wars often became increasingly hostile, leading to negative consequences for all combatants, as well as a broad and negative social consequence in the form of potentially misleading advertising.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline