RT Journal Article
SR Electronic
T1 The Effectiveness of Comparative Versus Non-Comparative Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 296
OP 306
DO 10.2501/JAR-2015-010
VO 55
IS 3
A1 Beard, Fred
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/3/296.abstract
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.