Journal ArticleDOI
Comparative Advertising in India: A Content Analysis of English Print Advertisements
TLDR
The authors conducted a content analysis on 203 comparative print advertisements in India and found that direct comparative advertisements were used more (vis-a-vis indirect ones), differentiative claims are used more, maximal claims were higher than minimal claims, multibrand comparisons were greater in number, positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands Contrary to expectations, hedonic and utilitarian products used comparative advertisements equally.Abstract:
We conducted a content analysis on 203 comparative print advertisements in India We found that as hypothesized, direct comparative advertisements were used more (vis-a-vis indirect ones), differentiative claims were used more (vis-a-vis associative ones), maximal claims were higher than minimal claims, multibrand comparisons were greater in number (vis-a-vis single-brand comparisons), positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands Contrary to expectations, we found that hedonic and utilitarian products used comparative advertisements equally We offer a snapshot of the state of comparative advertisements in India that would be useful to managers and researchersread more
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Journal ArticleDOI
Nature of green advertisements in India: Are they greenwashed?
TL;DR: In this article, a systematic content analysis of Indian English green print advertisements for the years 2010 and 2011 to verify if greenwashing is prevalent was performed, and the results indicated that 51.7% of the claims were greenwashed and most of them were vague or ambiguous.
Journal ArticleDOI
Direct or indirect comparative ads: The moderating role of information processing modes
TL;DR: This paper showed that direct comparative advertisements are more effective in reducing perceived manipulative intent, enhancing attitude toward the advertisement, and increasing the perceived differences between the brands for consumers using analytical (imagery) information processing modes.
Journal ArticleDOI
Nostalgic advertising in India: a content analysis of Indian TV advertisements
TL;DR: In this article, the authors examined the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).
Journal ArticleDOI
The ad format-strategy effect on comparative advertising effectiveness
TL;DR: In this article, the authors investigate the interplay between comparison ad strategy (market leader/multi-brand comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising.
Journal ArticleDOI
Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions
TL;DR: In this paper, the authors examine positive and negative effects of concrete versus non-concrete comparative advertising and the impact of claim substantiation in such comparative advertising on purchase intentions, and analyze the moderating role of consumers' predisposition to show reactance.
References
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Journal ArticleDOI
Twenty Years of Comparative Advertising in the United States
TL;DR: In this article, a comparative advertising taxonomy is proposed and the evidence of comparative advertising effectiveness in the US over the last two decades is reviewed. Recommendations for future research and practice in comparative advertising are proposed.
Journal ArticleDOI
Comparative Television Advertising: Examining its Nature and Frequency
Stephen Brown,Donald W. Jackson +1 more
TL;DR: This article conducted a content analysis of 896 nationally televised advertisements and found that strictly defined comparative advertisements are a relatively small percentage of total national television advertisements and that quality is clearly the most common attribute stressed in comparative advertisements.
Posted Content
Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry
TL;DR: In this article, comparative advertising is modeled as brands pushing up their own brand perception and pulling down the brand image of targeted rivals, and it is found that outgoing comparative advertising attacks are half as powerful as self-promotion in raising own perceived quality and cause more damage to the targeted rival than benefit to the advertiser.
Journal Article
Comparative advertising in magazines: nature, frequency, and a test of the "underdog" hypothesis
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