The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand
- 1 October 1978
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 7 (3) , 13-19
- https://doi.org/10.1080/00913367.1978.10673232
Abstract
An experimental test of the relative effectiveness of comparative and non-comparative advertising was performed. Mock print ads for fast food chains were constructed and presented to respondents in a simulated magazine mode. The market position of the sponsoring brand was manipulated in both comparative and non-comparative formats. Multiple criterion variables were operationalized corresponding to all stages of the hierarchy-of-effects paradigm. On balance, for the nine hypotheses tested, results revealed that non-comparative advertising was demonstrably more effective than comparative advertising.Keywords
This publication has 7 references indexed in Scilit:
- Communications-Effectiveness of Comparative Advertising: A Laboratory AnalysisJournal of Marketing Research, 1976
- Comparative Advertising: Perspectives and IssuesJournal of Advertising, 1975
- Comparison Advertising: Problems and PotentialJournal of Marketing, 1975
- A Case for Comparative AdvertisingJournal of Advertising, 1975
- Demand Artifacts in Laboratory Experiments in Consumer ResearchJournal of Consumer Research, 1975
- The Cognitive Processes Mediating Acceptance of AdvertisingJournal of Marketing Research, 1973
- Measure Validation in MarketingJournal of Marketing Research, 1972