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Home→The Westburn Dictionary of Marketing→K→knocking copy

knocking copy

Definition:
An ADVERTISEMENT for a PRODUCT where the text compares its competitors disparagingly. Examples are commonly found in lawn-mower, antiperspirant, beer and lager, and car advertisements.

Cross-References:
[advertisement, advert, ad] [product] [comparative advertising]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Margaret D. Potts and Michael J. Baker],.