Comparative advertising in Germany with regard to European Community law:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Stuttgart ; München [u.a.]
Boorberg
1998
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| Subjects: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007900621&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Physical Description: | 97, 40 S. Ill. |
| ISBN: | 3415024199 |
Staff View
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Record in the Search Index
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Contents 5
Contents
List of abbreviations 9
1. Introduction 11
1.1. Problem definition and objective of the investigation 11
1.2. Proceeding of the investigation 12
2. Comparative advertising from the marketing point of view 13
2.1. Role of advertising 13
2.2. Definition of comparative advertising 13
2.3. Comparative advertising in the marketing mix 14
2.3.1. Sales promotion 15
2.3.2. Public relations 15
2.4. Objectives of comparative advertising 16
2.4.1. Comparative product or service advertising 16
2.4.2. Corporate image 17
2.4.3. Corporate identity 17
2.5. Effectiveness of comparative advertising 18
2.5.1. Cognition 18
2.5.2. Affect 19
2.5.3. Conation 20
2.5.4. Consequences for the applicability of comparative advertising 21
2.6. Consideration of the practical application of comparative advertising 22
2.7. Relation between advertising and law 24
3. Comparative advertising under German law 25
3.1. Legal basis for comparative advertising 25
3.2. Unfair Competition Acl 26
3.2.1. Great general clause (§ 1) 27
3.2.2. Small general clause (§ 2) 29
3.2.3. Tasks and aims 30
3.3. Classification of different types of comparative advertising 30
3.3.1. Personal comparative advertising 31
3.3.2. Imitative comparative advertising 32
3.3.3. Critical comparative advertising 32
6 Contents
3.4. Constituent fact of critical comparative advertising 33
3.4.1. Competitive action 34
3.4.2. Reference to identified competitors 34
3.4.3. Demarcation of general references 35
3.5. General limits 39
3.5.1. Order of truthfulness 39
3.5.2. Order of factualness 41
3.6. Fundamental prohibition of critical comparative advertising 42
3.6.1. Traditional exceptions of the fundamental prohibition 42
3.7. Recent decisions of the Bundesgerichtshof 44
3.7.1. Criteria of the sufficient reason 45
3.7.2. Necessary limits 45
3.7.3. Recent exceptions of the fundamental prohibition 46
3.7.4. Advertising with results of comparative products test 49
3.8. 'Cola Test' decision and its impact on critical comparative advertising 49
4. Balancing of the various interests of the market participants 52
4.1. Proceeding of the balancing of the various interests 52
4.2. Interests of the competitor 52
4.2.1. 'Hellegold Motiv' 52
4.3. Interests of the consumer 55
4.3.1. Market transparency 55
4.3.2. Market confusion 57
4.4. Interests of the advertiser 59
4.4.1. Freedom of expression of opinion 59
4.4.2. Interest in effective advertising 60
4.5. Interests of the general public 60
4.5.1. Market access 61
4.6. Conclusive balancing of the various interests of the market participants 62
4.6.1. Demand of a permission of critical comparative advertising 64
5. Comparative advertising under European Community law 65
5.1. Objectives of European Community law 65
5.2. Council Directive 84/450/EEC 66
5.2.1. Legal basis for Council Directive 84/450/EEC 66
5.2.2. Importance of Article 30 EC Treaty 67
5.2.3. Development of Council Directive 84/450/EEC 70
5.2.4. Reasons for the amendment of Council Directive 84/450/EEC 72
5.2.5. Amendment of Council Directive 84/450/EEC 73
Contents 7
6. Future prospects 81
6.1. Future prospects for the law on comparative advertising in Germany 81
6.1.1. Implementation by the legislator 81
6.1.2. Judicial decisions on comparative advertising in Germany 82
6.2. Theory and practice 83
List of cases 84
List of references 87
Appendix
1. British Codes of Advertising and Sales Promotion Rules A1
2. Burger King vs. McDonald's A2/1
2. Colgate vs. Listerine A2/2
3. Ten guidelines for the proper use of comparative advertising, developed by the
American Association of Advertising Agencies A3
4. Avis vs. Hertz A4
5. La Choy vs. Kikkoman A5
6. Kraft vs. Weight Watchers A6
7. Diet Sprite vs. Diet 7.UP A7
8. The Budget Gourmet vs. Lean Cuisine A8
9. Isuzu vs. Rover A9
10. Nissan vs. Honda, Toyota, Acura, Mitsubishi, Mercedes Benz, BMW, Porsche A10
11. Saab vs. Mercedes Benz, Volvo, BMW, Porsche A11
12. Volvo vs. Ford, Vauxhall A12
13. Volvo vs. BMW A13
14. Volvo vs. Audi, BMW, Porsche A14
15. Nissan vs. BMW A15
16. Mazda vs. Acura, BMW, Infiniti, Lexus, Mercedes Benz A16
17. Atari vs. Apple, IBM, Commodore A17
18. Blue Chip vs. IBM A18
19. Bayer vs. Johnson Johnson A19
20. Hogan vs. Titlcist, Wilson ProStaff A20
21. AT T vs. MCI, US SPRINT A21
22. MCI vs. AT T A22
23. Tyco vs. Lego A23
24. DHL vs. Federal Express, United Parcel Service A24
25. Fiat vs. Simca A25 |
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| spelling | Bachmann, Frank 1969- Verfasser (DE-588)118056174 aut Comparative advertising in Germany with regard to European Community law Frank Bachmann Stuttgart ; München [u.a.] Boorberg 1998 97, 40 S. Ill. txt rdacontent n rdamedia nc rdacarrier Europäische Union (DE-588)5098525-5 gnd rswk-swf Recht Comparison advertising -- Law and legislation -- Germany Comparison advertising -- Law and legislation -- European Union countries Recht (DE-588)4048737-4 gnd rswk-swf Vergleichende Werbung (DE-588)4187743-3 gnd rswk-swf Deutschland Europäische Union. Mitgliedsstaaten Deutschland (DE-588)4011882-4 gnd rswk-swf Deutschland (DE-588)4011882-4 g Vergleichende Werbung (DE-588)4187743-3 s DE-604 Europäische Union (DE-588)5098525-5 b Recht (DE-588)4048737-4 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007900621&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bachmann, Frank 1969- Comparative advertising in Germany with regard to European Community law Europäische Union (DE-588)5098525-5 gnd Recht Comparison advertising -- Law and legislation -- Germany Comparison advertising -- Law and legislation -- European Union countries Recht (DE-588)4048737-4 gnd Vergleichende Werbung (DE-588)4187743-3 gnd |
| subject_GND | (DE-588)5098525-5 (DE-588)4048737-4 (DE-588)4187743-3 (DE-588)4011882-4 |
| title | Comparative advertising in Germany with regard to European Community law |
| title_auth | Comparative advertising in Germany with regard to European Community law |
| title_exact_search | Comparative advertising in Germany with regard to European Community law |
| title_full | Comparative advertising in Germany with regard to European Community law Frank Bachmann |
| title_fullStr | Comparative advertising in Germany with regard to European Community law Frank Bachmann |
| title_full_unstemmed | Comparative advertising in Germany with regard to European Community law Frank Bachmann |
| title_short | Comparative advertising in Germany with regard to European Community law |
| title_sort | comparative advertising in germany with regard to european community law |
| topic | Europäische Union (DE-588)5098525-5 gnd Recht Comparison advertising -- Law and legislation -- Germany Comparison advertising -- Law and legislation -- European Union countries Recht (DE-588)4048737-4 gnd Vergleichende Werbung (DE-588)4187743-3 gnd |
| topic_facet | Europäische Union Recht Comparison advertising -- Law and legislation -- Germany Comparison advertising -- Law and legislation -- European Union countries Vergleichende Werbung Deutschland Europäische Union. Mitgliedsstaaten |
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