Practitioner Views of Comparative Advertising

Fred K. Beard

19 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Advertising and Communication Studies

Abstract

ABSTRACT A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors. Although significant differences between the two studies show that today9s top creative people express somewhat less confidence in the relative effectiveness of comparative advertising, the findings also show that they are significantly more confident that they understand under what conditions it will be effective. Differences between the original survey and its replication suggest important directions for future research on comparative advertising.

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References

1977Estimating Nonresponse Bias in Mail Surveys 2000A Content Analysis of Magazine Advertisements from the United States and the Arab World 1985The Subsiding Sizzle: A Descriptive History of Print Advertising, 1900-1980 2004Valenced Comparisons 1991Negative Advertising: The Malicious Strain of Comparative Advertising 1983The Information Content of Comparative Magazine Advertisements 2009Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance 2006Effects of Comparative Advertising in High-and Low-Cognitive Elaboration Conditions

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2016The Future of Advertising in China 2015The Effectiveness of Comparative Versus Non-Comparative Advertising 2015The Influence of Comparative Advertising on Consumer Ethnocentrism in the American Automobile Market 2018Does an expanded brand user base of co-branded advertising help ad-memorability?2018Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response

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