Negative Advertising: When the Going Gets Tough, the Ads Get Tougher

[tarang09jain]

If one were to compare it to CPG/service industry, and plot consumer involvement on x axis and profit possibility for the manufacturer on y, one would see items like pet food, car insurance and sodas in the high-high area. And these represent products with a highly developed industry, with multiple competitors hence very competitive. So in conclusion, the more developed or evolved the category-politics or washing soap, the more aggressive hence negative the advertisements get. Prof Lovett agree?