Sage Journals: Discover world-class research

Abstract

The effects of four types of comparative advertisements, based on Shimp's 1975 typology, on multiple advertisement-related and product-related responses for two product classes and two levels of brand visibility were examined. Groups of 20 college students each read one type of comparative advertisement for one combination of product class and brand visibility as part of a booklet containing general interest articles and other noncomparative advertisements. Analyses of responses to the advertisements and the advertised products indicated that the type of advertisement significantly affected advertisement-related responses but had a significant effect on only one of the product-related responses. Specification of the attribute of comparison was more salient than the specification of the comparison brand.

Get full access to this article

View all access options for this article.

References

Belch

G. E.

(1981) An examination of comparative and noncomparative television commercials: The effect of claim variation and repetition on cognitive response and message acceptance. Journal of Marketing Research, 18, 333–349.

Golden

L. L.

(1979) Consumer reactions to explicit brand comparisons in advertisements. Journal of Marketing Research, 16, 517–532.

Goodwin

Etgar

(1980) An experimental investigation of comparative advertising: Impact of message appeal, information load, and utility of product class. Journal of Marketing Research, 17, 187–202.

Gorn

G. J.

Weinberg

C. B.

(1984) The impart of comparison advertising on perception and attitude: Some positive findings. Journal of Consumer Research, 11, 719–727.

Harmon

R. R.

Razzouk

N. Y.

Stern

B. L.

(1983) The information content of comparative magazine advertisements. Journal of Advertising, 12, 10–19.

Jain

Hackleman

(1978) How effective is comparison advertising for stimulating brand recall. Journal of Advertising, 7, 20–25.

Levine

(1976) Commercials that name competing brands. Journal of Advertising Research, 17, 7–14.

Prasad

(1976) Communications-effectiveness of comparative advertising: A laboratory analysis. Journal of Marketing Research, 13, 128–137.

Ray

M. L.

(1974) Consumer initial processing: Definitions, issues, and applications. In Hughes

G. D.

Ray

M. L.

(Eds.), Buyer/consumer information processing. Chapel Hill, NC: University of North Carolina Press. Pp. 145–156.

10.

Sawyer

A. G.

(1974) The effects of repetition: Conclusions and suggestions about experimental laboratory research. In Hughes

G. D.

Ray

M. L.

(Eds.), Buyer/consumer information processing. Chapel Hill, NC: Univer. of North Carolina Press. Pp. 190–219.

11.

Shimp

T. A.

(1975) Comparison advertising in national television commercials: A content analysis with specific emphasis devoted to the issue of incomplete comparative assertions. In Mazze

E. M.

(Ed.), Combined Proceedings of the American Marketing Association. Chicago, IL: American Marketing Assn. Pp. 504–508.

12.

Shimp

T. A.

(1978) Do incomplete comparisons mislead? Journal of Advertising Research, 15, 21–26.

13.

Shimp

T. A.

Dyer

D. C.

(1978) The effects of comparative advertising mediated by market position of sponsoring brand. Journal of Advertising, 3, 13–19.

14.

Wilkie

W. L.

Farris

(1975) Comparison advertising: Problems and potential. Journal of Marketing, 39, 7–15.

15.

Wilson

R. D.

(1976) An empirical evaluation of comparative advertising messages: Subjects' responses on perceptual dimensions. Proceedings of the Sixth Annual Conference of the Association of Consumer Research, 53–57.

16.

Wilson

R. D.

(1978) Comparative advertising: Some current considerations for managerial planning and strategy. In Leigh

Martin

C. R.

(Eds.), Current issues and research in advertising, 1978. Ann Arbor, MI: Univer. of Michigan Press. Pp. 5–22.

Effects of Type of Comparative Advertisement on Responses to the Advertisement and the Advertised Product

Abstract

Get full access to this article

References