Communications-Effectiveness of Comparative Advertising: A Laboratory Analysis
Open Access
- 1 May 1976
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 13 (2) , 128-137
- https://doi.org/10.1177/002224377601300202
Abstract
Recent debate on comparative advertising has focused on its ethical rather than its effectiveness dimension. A laboratory experiment was performed to assess the communications-effectiveness of a comparative advertisement in relation to its “brand X” counterpart. Results indicate that though a comparative advertising format can enhance message recall to some extent, it also can result in some loss of effectiveness from consumer perceptions of low credibility of its claims.Keywords
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