Comparative versus noncomparative advertising
Meganck, Shana Leann
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This research study looked at the effect of different levels of comparative advertising (i.e., noncomparative, low comparative and high comparative) on effectiveness as measured by attitude toward the advertisement, attitude toward the brand, purchase intention and recall. Since comparative advertising has become more prevalent since its legitimization in 1971, it is important to further research the topic for the purpose of bettering our understanding of the effectiveness of this advertising tactic. An experiment was conducted to test the hypotheses. The findings show that although there was a clear distinction between the different intensity levels of the comparative ads, there was not a statistically significant difference between the effectiveness of comparative and noncomparative print advertisements when looking at attitude toward the ad, attitude toward the brand, purchase intention and recall. Although respondents’ attitude toward the ad, attitude toward the brand, purchase intention and recall were all slightly different at the various intensity levels the results were not statistically significant.