Competition and Combative Advertising

This historical study contributes to the research literature on advertising and competition by exploring professional thought and economic theory as explanations for why advertisers might choose to compete in advertising and how combatively. Primary and secondary sources consist of articles published in historic and contemporary advertising trade journals, such as Printers’ Ink and Advertising Age. The findings reveal that during the first half of the twentieth century, statements and beliefs in favor of avoiding competition were often consistent with both the informative economic view and the symbiotic competition associated with expanding markets. During the past fifty to sixty years, however, findings show that the majority advocating more combative advertising predominantly associated it with zero-sum competitive situations and described the use of advertising consistent with the persuasive school of economic thought. Other findings support recent theory and research on combative advertising and both micro- and macroeconomic causes and consequences of competition.