A History of the Media Industry's Self-Regulation of Comparative Advertising

NOTES

• Daniel Pope, The Making of Modern Advertising (New York: Basic Books, 1983).
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• Ibid.
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• George Rowell, Printers’ Ink, May 2, 1894, 544.
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• Fred K. Beard, “Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences,” Journal of Macromarketing 3 (September 2010): 270–86.
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• Pope, The Making of Modern Advertising, 212.
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• Ibid., 200.
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• Avery M. Abernethy, “Advertising Clearance Practices of Radio Stations: A Model of Advertising Self-Regulation,” Journal of Advertising 22 (September 1993): 15–26.
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• Eric J. Zanot, “Unseen But Effective Advertising Regulation: The Clearance Process,” Journal of Advertising 14 (Fall 1985): 44–68.
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• Priscilla A. LaBarbera, “Analyzing and Advancing the State of the Art of Advertising Self-Regulation,” Journal of Advertising 9 (Fall 1980): 27–38.
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• Zanot, “Unseen But Effective Advertising Regulation,” 44.
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• Herbert J. Rotfeld, “Power and Limitations of Media Clearance Practices and Advertising Self-Regulation,” Journal of Public Policy & Marketing 11 (Spring 1992): 87–95.
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• Abernethy, “Advertising Clearance Practices of Radio Stations.”
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• See Stephen Fox, The Mirror Makers: A History of American Advertising and Its Creators (New York: Vintage Books, 1984); and LaBarbera, “Analyzing and Advancing the State of the Art of Advertising Self-Regulation.”
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• Rotfeld, “Power and Limitations of Media Clearance Practices and Advertising Self-Regulation,” 91.
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• See Abernethy, “Advertising Clearance Practices of Radio Stations;” Steve Pasternack and Sandra H. Utt, “Newspapers’ Policies on Rejection of Ads for Products and Services,” Journalism Quarterly (Fall 1988): 695–701; Rotfeld, “Power and Limitations of Media Clearance Practices and Advertising Self-Regulation;” and Herbert J. Rotfeld and Patrick R. Parsons, “Self-Regulation and Magazine Advertising,” Journal of Advertising 18 (September 1989): 33–40.
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• LaBarbera, “Analyzing and Advancing the State of the Art of Advertising Self-Regulation,” 29.
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• Rotfeld, “Power and Limitations of Media Clearance Practices and Advertising Self-Regulation,” 92.
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• See Fox, The Minor Makers; Pope, The Making of Modern Advertising, and Frank Presbrey, The History and Development of Advertising (Garden City, N.Y.: Double day, 1929).
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• MaryAnn Yodelis Smith, “The Method of History,” in Guido H. Stempel III and B.H. Wesdey, eds., Research Methods in Mass Communication, 2nd ed. (Englewood Cliffs, N.J.: Prentice-Hall, 1989), 316–30.
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• David P. Nord, “The Nature of Historical Research,” in ibid., 290–315.
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• Stanley C. Hollander, Kathleen M. Rassuli, D.G. Brian Jones, and Laura F. Dix, “Periodization in Marketing History,” Journal of Macromarketing 25 (June 2005): 32–41.
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• See Beard, “Comparative Advertising Wars;” Fox, The Mirror Makers; and Pope, The Making of Modern Advertising.
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• Pope, The Making of Modern Advertising.
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• Michael Pertschuk, Revolt Against Regulation: The Rise and Pause of the Consumer Movement (Berkeley: University of California Press, 1982).
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• Fox, The Mirror Makers.
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• Beard, “Comparative Advertising Wars.”
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• Gordon Miracle and Terence Nevett, “A Comparative History of Advertising Self-Regulation in the UK and the US,” European Journal of Marketing 22 (1988): 7–23.
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• “The Other Fellow,” Printers’ Ink, July 23, 1902, 21.
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• Harry M. Hitchcock, “The ‘Knocking’ Industrial Advertisement,” Printers’ Ink, Dec. 15, 1927, 149–52.
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• John S. Grey, “The Tobacco War in England,” Printers’ Ink, July 23, 1902, 16.
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• “Word War; Mayonnaise and Salad Dressing, Steel and Steel-Wood Motor Bodies Are Arguing in Public,” Business Week, Aug. 26, 1933, 21.
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• “Hazardous Business,” Printers’ Ink, Sept. 9, 1908, 27.
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• Frank Braucher, “Calls on Advertising to Battle the Competitive Copy Scourge,” Printers’ Ink, May 7, 1931, 65–66.
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• Ibid., 65.
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• “When You Knock Your Competitor, You Knock Advertising” Advertising & Selling, Nov. 2, 1931, 17–18.
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• “Comparisons Become Invidious in Rivalry for Tire Market,” Business Week, April 22, 1931, 9–10.
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• “Tires Throwing Mud,” Printers’ Ink, June 10, 1931, 20–21.
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• Ibid.
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• “Competitive Claims,” Printers’ Ink, Sept. 17, 1936, 7–9.
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• “Prima Donnas at War,” Printers’ Ink, July 8, 1937, 17. The italics are in the original.
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• “Califlorida Fight,” Business Week, Jan. 9, 1937, 20–21.
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• “U.S. Government and A.M.A. Enter California-Florida Citrus Fight,” Sales Management, Feb. 15, 1937, 300–01.
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• Benjamin H. Namm, “Major Namm Looks at Auto Ads,” Advertising & Selling, June 21, 1934, 36.
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• “Prima Donnas at War,” 20.
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• C.B. Larrabee, “Too Hot to Handle,” Printers’ Ink, Feb. 22, 1934, 57–59.
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• W. Green, “Concentrate on Your Own, Not Your Competitor's Advertising,” Printers’ Ink, July 25, 1947, 84.
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• “The War Nobody Wins,” Printers’ Ink Monthly, September 1941, 26.
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• Aesop Glim, “Competitive or Positive,” Printers’ Ink, Dec. 19, 1947, 74.
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• Aesop Glim, “New and Better; Telling the Whole Truth,” Printers’ Ink, Aug 25, 1950, 67.
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• Bernard Tolk, “Battle of the Home Permanent Waves Rages; Hudnut to Continue Ad Campaign,” Printers’ Ink, Aug. 15, 1952, 37.
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• “Collier's Encyclopedia Ad Showing Competitor's Volumes Draws Protests,” Advertising Age, Nov. 23, 1964, 34.
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• “Lever Masks Out Taboo Term; Avoids (Use of Words) High Price Spread,” Advertising Age, May 4, 1964, 176.
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• “‘E&P’ Ad on ‘McCall's‘—‘Too Competitive,’ ‘Went Too Far,’ Say ‘Times,’ ‘Trib’ House Ads,” Advertising Age, April 9, 1962, 12.
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• “Renault's Ad Claims True, Adman Tells TV Stations That Turned Down Commercials,” Advertising Age, Sept. 6, 1965, 6.
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• “TV Code's Bell Warns of Rise in Ad Disparagement; It's Ultimatum: Cantz, Agency Exec Says He'll Fight Move; Says Other Renault Folk Like Copy,” Advertising Age, Sept. 13, 1965, 1, 8.
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• Ibid., 8.
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• “Renault Distributor's Anti-VW Copy Hit; ANA, 4 A's Have Reservations,” Advertising Age, Sept. 13, 1965, 1, 102.
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• “Bell Reiterates His Warning on Derogatory Ads,” Advertising Age, Nov. 8, 1965, 8.
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• “TV Code's Bell Warns of Rise in Ad Disparagement,” 102.
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• “Renault Distributor's Anti-VW Copy Hit,” 102.
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• “Four A's Hits Derogatory Ads,” Advertising Age, Feb. 21, 1966, 1.
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• Frank Meyers, “Rivals Find Volkswagen Is Hard Little Car to Belittle,” Advertising Age, May 23, 1966, 4, 84.
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• M. Rockey, “Media Copy,” Media-scope, June 1969, 32.
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• Robert Danielenko, “Ads That Cite the Competition: A New Trend,” Product Management, September 1973, 56–57.
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• Christopher Maurine, “NBC Spells Out New Formal Guides for Comparative Ads,” Advertising Age, Jan. 28, 1974, 1.
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• Stanley I. Tannenbaum, “For and Against Comparative Advertising—For,” Advertising Age, July 5, 1976, 1, 25.
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• Maurine, “NBC Spells Out New Formal Guides for Comparative Ads,” 1.
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• Danielenko, “Ads That Cite the Competition,” 66.
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• Nancy Giges, “Comparative Ads: Battles That Wrote Dos and Don'ts,” Advertising Age, Sept. 29, 1980, 59.
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• Maurine, “NBC Spells Out New Formal Guides for Comparative Ads,” 1.
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• “Unsolicited Ad Idea Problems, Other Woes Get Four A's Airing,” Advertising Age, Nov. 24, 1975, 3.
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• “ABC Censor Raps Trend to Naming Rivals in Ads,” Advertising Age, March 31, 1975, 98.
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• Nancy Giges, “J&J Readies Effort to Protect Tylenol-New Datril Spot Airs,” Advertising Age, July 14, 1975, 1.
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• “Tylenol Exec Speaks Out on Datril Price Ad,” Advertising Age, March 29, 1976, 1, 115.
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• Joe Flint, “Network Handling of Comparative Ads Causing Concern,” Broadcasting, Oct. 29, 1990, 53.
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• Patricia Winters and Wayne Walley, “Coke Seeks Tough TV Ad Watchdog; Herbert Criticizes Comparative Claims,” Advertising Age, Oct. 8, 1990, 1.
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• Ibid.
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• Flint, “Network Handling of Comparative Ads Causing Concern,” 53.
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• Karyn Snyder, “Analgesics Makers Stage New War of Words,” Drug Topics, April 8, 1996, 89.
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• Debra Goldman, “The Pain in Our Head,” Adweek, April 15, 1996, 25.
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• Merle Curti, “The Changing Concept of ‘Human Nature’ in the Literature of American Advertising,” Business History Review 41 (Winter 1967): 335–57.
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• Emily B. York, “The Gloves Are Off: More Marketers Opt for Attack Ads,” Advertising Age, May 25, 2009, 4–5.
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• Emily B. York and Natalie Zmuda, “So Sue Me: Why Big Brands Are Taking Claims to Court,” AdAge.com, Jan. 4, 2010, at http://www.adage.com (accessed on Jan. 4, 2010).
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