Wells,William D. Life Style and Psychographies. American Marketing Association, 1974

The use of comparative advertising has escalated from an occasional, partially disguised acknowledgement of the competition to direct, point-by-point comparisons of the sponsored and competing brands. This article presents a conceptual framework for classifying and evaluating different comparison advertising formats. The framework identifies different formats along two multi-level dimensions. Examples of several research questions that could be addressed using the framework are presented.