Creative approaches: Comparative ads, knocking copy

 

This article on negative and comparative advertising asks the question 'does it work?' The author explains that this form of advertising emanated from US political advertising. The paper describes t ...

Despite the popularity of comparative advertising (CA) over the past three decades, few studies have explored how to develop this strategy outside the USA. This study reports the results of experiment ...

An advertising lawyer shows how comparative advertising restrictions vary internationally and are changing in the UK. There is tension in the Anglo-Saxon view of comparative advertising as a pro-compe ...

Generic product category groups give opportunities for strategic market development. One of the most common objective of this focus is to achieve a competitive advantage over 'within class' rivals. Fi ...

A study of comparative versus non-comparative copy, to test a number of hypotheses about the superiority of the former. Previous studies reviewed. Main finding: the verbal strategies used in advertisi ...

A study of comparative advertising in magazines. Hypotheses tested were: a) that the intensity of comparative advertising varies with the life cycle of the product; b) comparative advertising may be c ...

A discussion of comparative advertising (where brands are advertised through directly comparing against/attacking other brands). Covers: history and frequency of use of comparative advertising; execut ...

The paper investigates how framing moderates the use of message cues on performance risk evaluation. Understanding the moderating impact of the frame, and its impact alongside other information/cues, ...

Two types of comparative advertising were examined in a series of three experiments. Ads with maximal claims (brand A is superior…) were assessed alongside those with minimal claims (brand A is equiva ...

‘Two-sided advertising’ describes the situation in which marketers disclaim particular characteristics of their products (mention negative aspects) at the same time as asserting positive claims. The n ...

This article examines how competition in terms of technical standards (in computing, video games, banking, etc) affects consumer behaviour. Research results suggest, amongst other things, that consume ...

The paper suggests that matching ad format to a consumer’s mode of information processing enhances advertising effectiveness. Relative to noncomparative ads, comparative ads are more effective when co ...

The paper explores the moderating role of motivation and opportunity-related variables on the effectiveness of negative versus positive message frames. Results from two experiments suggest that under ...

The authors demonstrate that comparative advertising can vary in terms of valence (i.e. whether respondents perceive them as more or less derogatory) in their references to competition. It is suggeste ...

The authors expand and integrate prior price-perceived value models within the context of price comparison advertising. The conceptual model they presents explicates the effects of advertised selling ...