PT  - JOURNAL ARTICLE
AU  - Fred Beard
TI  - The Effectiveness of Comparative Versus Non-Comparative Advertising
AID  - 10.2501/JAR-2015-010
DP  - 2015 Sep 01
TA  - Journal of Advertising Research
PG  - 296--306
VI  - 55
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/55/3/296.short
4100  - http://www.journalofadvertisingresearch.com/content/55/3/296.full
SO  - J Advert Res2015 Sep 01; 55
AB  - U.S. service-brand marketers have a long history of going head to head using “strictly” comparative advertising. But how effective are such tactics? What are the outcomes that can occur when prominent non-professional brands directly target one another by name? Acknowledging a dearth of research on this topic, this study investigated the effectiveness of comparative advertising for a prominent service brand. 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.