Comparative Advertising Expert in Market Rivalry

Case Description:

A comparative advertising expert was needed for complex commercial litigation surrounding claims of false advertising. The plaintiff was a provider of digital television service through satellite. The defendant was a provider of cable television services. After hiring an independent research firm to conduct an HDTV picture quality comparison, the defendant advertised picture superiority. The plaintiff filed suit and launched its own comparative advertising campaign about the merits of its picture quality compared to the defendant's. The defendant counterclaimed that the plaintiff's campaign constituted false advertising.

IMS ExpertServices was asked to locate comparative advertising experts familiar with competitive conduct in industries with big market rivalry. The selected expert was asked to opine on the scope of comparative advertising and the marketing data analysis required to dispel or uphold false advertising claims in a market rivalry.

Experts Presented:

  • Global Marketing Expert

    This global marketing expert is president of a marketing consulting firm. He has more than 30 years of experience consulting on advertising and economic issues including trademark, consumer surveys, advertising, marketing ethics, antitrust, damages, and valuations. He has extensive experience providing analysis of comparative advertising and brand confusion, and calculating damages. This expert has consulted extensively on comparative advertising for a client engaged in market rivalry in the tax preparation industry. He has a Ph.D. in business administration from Harvard, has published extensively on marketing and advertising topics, and has offered depositions and trial testimony as an advertising expert witness. IMS Reference #4977897

  • Marketing Data Analysis Expert

    This advertising expert is a professor of marketing who received his Ph.D. in marketing from Stanford. He has over 30 years of experience in academia, marketing data analysis, and litigation support. He has provided numerous professional presentations associated with the effects, measurement, and analysis of deceptive and corrective advertising. He has consulted on advertising ethics, competitive and corrective advertising, market rivalries, and other marketing topics for several Fortune 500 companies. This expert has published extensively on advertising and marketing topics and is experienced as an expert advertising consultant. IMS Reference #374512

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