The Communications—Effectiveness of Comparative Advertising for a New Brand on Users of the Dominant Brand

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Abstract
An experiment was employed to examine the effectiveness of comparative magazine advertising appeals when employed by new brands competing with a dominant brand in their product category. Three experimental treatments were used: a direct comparative copy appeal; a “brand X” comparative copy appeal in which comparisons were made with “the leading brand;” and, a non-comparative copy appeal. Results of the experiment suggest that a non-comparative or straight sell appeal is more effective than comparative appeals for new brands competing with a dominant brand.