Abstract - this study investigates the relative influence of comparative and non-comparative advertising upon purchase intentions the advertiser's competitive position, claim substantiation and theme are considered, while brand loyalty is controlled the results of the factorial experiment. Results revealed a significant interaction between age and advertisement type: whereas younger consumers responded similarly to non-comparative and comparative treatments, the results showed that older consumers less likely would purchase or recommend the service after viewing a comparative print advertisement. Ative advertising subject to the restriction that it should not be misleading european competition authorities now tend to agree with their american counterparts in that comparative advertising is an important tool in promot. Whetherenhanced effective than noncomparative advertising, particularly credibility is desirable depends on the advertising goal when the sponsored brand is new to the product category enhanced credibility has a positive effect on sponsored and when the comparisonbrandis the marketleaderappar- brand attitudes and intention to purchase the.
Comparative advertising helps the companies to build brand preference, encouraging brand-switching and accompanies the efforts of individuals to compare product but companies still have limited knowledge on how to execute the comparative advertising without giving negative impact to the product. Barry (1993), in areview of two decades of comparative advertising research, concluded that comparative ads might be better employed for objective attributes, whereas noncomparative ads might be more profitable for subjective attributes. Comparative and comparative advertising to a⁄ect the consumers™perception of the prod- ucts™qualities non-comparative advertising promotes the quality of each own -rm™s product. Abstract this study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement.
Under non-comparative advertising a firm advertises its own quality, under comparative advertising a firm advertises the quality differential in either scenario, under comparative advertising the firms never advertise together which they may do under non-comparative advertising. 1 introduction comparative advertising is any form of advertising that explicitly or by im-plication identiﬁes a competitor or goods or services oﬀered by a competitor. Of comparative advertising and explains that one same principle-the authorization of truthful and non-confusing comparative advertising- prevails in the two countries as a result of this shared policy. Advertising involves only positive promotion, a comparative advertisement, by comparing one's own product in favorable light relative to a rival, has both a positive promotion component (in common with non.
Comparative advertising is any form of advertising that explicitly or by im- plication identi es a competitor or goods or services o ered by a competitor it was illegal in many european countries until the late 1990s. Comparative advertising, also referred to as comparison advertising or competitive advertising, is a common form of marketing that involves making comparisons between different brands or products. Comparative advertising occasionally can lead to marketers appearing to fight in the media, such as in the long-running comparative advertising battle between coca-cola co and pepsico.
Comparative advertising is a marketing strategy in which a company's product or service is presented as superior when compared to a competitor's. Abstract an experimental test of the relative effectiveness of comparative and non-comparative advertising was performed mock print ads for fast food chains were constructed and presented to respondents in a simulated magazine mode. Comparative advertising or advertising war is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express. Direct comparisons an effective form of comparative advertising is to put your product side by side with the competition and record unpaid study participants choosing your product.
History can be a terrific teacher, and small business owners can learn plenty from three landmark rivalries in which comparative advertising is employed to improve a company's competitive advantage. This study assesses the frequency of comparative television advertising use in the united states and represents the literature's first longitudinal update for both products and services in more. The role that comparative - versus non-comparative - advertising may play in helping to shape consumer attitudes and perceptions of the value of a purchase likely is similar for both traditional services and manufactured goods.
Comparative advertising falls in gamut of trademark legislation and it is a fact that comparative advertisement has not been defined in the trademark act, but in the legislature enacted inuk defines comparative advertisement as well as the term competitor. Comparative advertising, when truthful and non-deceptive, is a source of important information to consumers and assists them in making rational purchase decisions comparative advertising encourages product improvement and innovation, and can lead to lower prices in the marketplace.
Comparative advertising in terms of its ability to inform, persuade, and prompt action (pechman and stewart 1990 walker, swasy, and rethans 1986. Of comparative advertising effectiveness (for a review of this literature, see ash and wee 1983), little attention has been given to the impact of comparative versus non. Agreed comparative advertising is relatively more effective than noncomparative advertising for achieving recall of message claims and brand attributes, that they encourage greater ad interest, and that their claims and messages are more believable. On the other hand comparative adverting is seen to be less favourable and credible than non-comparative advertising it often leads to misidentification of the sponsored brands and counterargumentation from competitors.