CONTENTS SL.

NO TOPICS Chapter-1 Introduction

1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 Definition History Comparative Advertising in General Diffusion of comparative advertising Function of comparative advertising Economic Perspectives on Comparative Advertising Comparative Price Advertising Persuasive Advertising Informative Advertising Interests Risks of comparative advertising Brand Wars The recent surge Legal definition of comparative advertising

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1 2 3 4 5 7 8 10 11 12 13 16 17 19 20 31 32 32 44 44 44 33 33

Chapter-2 Research Design

2.1 2.2 2.3 2.4 2.5 2.6 2.6.1 Introduction Literature Review Statement of the Problem Objectives Scope of the study Research methodology limitations of the study

Chapter-3 Industry Profile

3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 Advertising Advertising in the 21st Century Nature of the Advertising Industry Advertising Companies in INDIA Fast Moving Consumer Goods Sector Various Players Trends in FMCG Sector SWOT Analysis

47 48 56 57 58 60 62 68 69 71 104 105 108 109 112 130

Chapter 4- Analysis & Interpretation Chapter 5- Finding

5.1 5.2 5.3

Finding Conclusion Recommendations Examples of banned comparative Advertisements Reference