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

Competition and Combative Advertising: An Historical Analysis

Fred K. Beard (PhD, University of Oklahoma) is a professor of advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma. His research interests include comparative advertising, advertising humor, and advertising history. His work has appeared in the Journal of Advertising, the Journal of Advertising Research, the Journal of Business Ethics, the Journal of Business Research, Journalism History, the Journal of Historical Research in Marketing, the Journal of Macromarketing, and the Journal of Marketing Communications, among others.Yeshttps://us.sagepub.com/en-us/nam/manuscript-submission-guideline

Dexamethasone and methylprednisolone do not inhibit neuritic outgrowth while inhibiting outgrowth of fibroblasts from spiral ganglion explants

Conclusion. Dexamethasone and methylprednisolone do not inhibit neuritic outgrowth while inhibiting fibroblastic outgrowth from spiral ganglion micro-explants. Objectives. To demonstrate reduced fibroblastic outgrowth while maintaining neurite outgrowth for several corticosteroids using an in vitro test system of neonatal rat spiral ganglion micro-explants. Materials and methods. The in vitro test system comprised 3-day-old rat spiral ganglion micro-explants. Dexamethasone, methylprednisolone, triamcinolone acetonide, and human recombinant brain-derived neurotrophic factor (hrBDNF) were tested in vitro. The control was ganglion micro-explants in supplemented Dulbecco's modified Eagle's medium. Areas of the ganglion explant, neurite and fibroblast outgrowth of ganglion explants after 10 days in vitro were imaged, digitized, and analyzed using Image Tool 3.00 on a PC workstation. Areas of neurite and fibroblast outgrowth from the experimental explants were compared against values obtained from control explants. Results. Dexamethasone gave the best result of the three corticosteroids tested for inhibiting fibroblast outgrowth while not inhibiting neurite outgrowth from the ganglion micro-explants. Media containing hrBDNF (10 ng/ml) stimulated significantly greater neurite outgrowth than outgrowth from control explants (p<0.001). Ganglion micro-explants treated with dexamethasone (0.02 mg/ml) and methylprednisolone (0.5 mg/ml) provided the greatest inhibition of fibroblast outgrowth compared with control explants (p<0.001)