This research draws on regulatory focus theory to explore how to effectively advertise technology-based hospitality services in an experiment, we compare four types of service ads: narrative-comparative, narrative-noncomparative, list-comparative, and list-noncomparative results reveal that . Over noncomparative advertising one of the primary objectives of a comparative advertisement should be to convince users of competing brands to switch to the. Read tracking the effects of comparative and noncomparative advertising with relative and nonrelative measures: a further examination of the framing correspondence hypothesis, journal of business research on deepdyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips.
New york: even though a brand may feel empowered by its category leadership, comparative advertising may not work to the product's advantage, according to a new study in the journal of advertising research in the effectiveness of comparative versus non-comparative advertising: do 'strictly . There are quite a few legal restrictions on comparative advertising where names are named and products/services are compared with their competitors. Request pdf on researchgate | the effectiveness of comparative versus non-comparative advertising: do strictly comparative ads hurt credibility of non-professional service brands | us service .
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 takes place either directly, by using the competitor's trade marked products, or indirectly, by making a reference to the competitor's products by insinuation or implication comparative advertising has both advantages and disadvantages for the companies/institutions that use it. This research study looked at the effect of different levels of comparative advertising (ie, noncomparative, low comparative and high comparative) on effectiveness as measured by attitude toward the advertisement, attitude toward the brand, purchase intention and recall.
The empirical results suggest that comparative advertising in this industry increases the perceived quality of a product more than noncomparative adver-tising among the ndings is also the fact that comparative advertising is very e¤ective at denigrating a competitors brand. 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. Abstract this study compares effectiveness of comparative and noncomparative advertising for products characterized by different levels of cognitive and affective involvement.
Comparative advertising and counterargument why does the weight of current empirical evidence indicate little difference in the persuasiveness of comparative and noncomparative advertising . Comparative advertising or advertising war is an advertisement in which a particular product, or service, truthful, and non-deceptive” . Comparative versus noncomparative advertising: a meta-analysis previous research and reviews on comparative advertising report mixed results the authors report the results from a meta-analysis that examines the efficacy of comparative advertising.
Interestingly, the use of comparative advertising may lead to higher consumers’ surplus and welfare in a mixed advertising market than in the absence of advertising or when either comparative or non-comparative advertising is not present. The current study extends their findings by contrasting the persuasiveness of comparative advertising against noncomparative advertising we speculate that people with a promotion (prevention) goal are eagerly seeking gains (vigilantly avoiding losses) therefore, they tend to interpret comparative ads in a manner that fits their regulatory goals. Comparative versus noncomparative advertising: a meta-analysis - download as pdf file (pdf), text file (txt) or read online previous research and reviews on comparative advertising report mixed results.
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. The aim of this paper is to organize the research so far conducted on the effectiveness of comparative advertising on consumers attitudes towards products with comparative advertising a company promotes its products or services comparing them with. The effectiveness of comparative versus non-comparative advertising do “strictly” comparative ads hurt credibility of non-professional service brands.