Comparative advertising

Abstract: Aggregate advertising models relate product sales to advertising spending for a market as a whole. Although many models have been built, they frequently contradict each other and considerable doubt exists as to which models best represent advertising processes. An increasingly rich literature of empirical studies helps resolve these issues by revealing major advertising phenomena that models should encompass. These include sales responding upward and downward at different rates, steady state response that can be concave or S-shaped and can have positive sales at zero advertising, sales affected by competitive advertising; and advertising dollar effectiveness that can change over time. A review of aggregate models developed on a priori grounds brings out similarities and differences among those of Vidale and Wolfe, Nerlove and Arrow, Little, and others and identifies ways in which the models agree or disagree with observed phenomena. A Lanchester-motivated structure generalizes many features of these model...

Abstract: Overture How to produce advertising that sells Jobs in advertising - and how to get them How to run an advertising agency How to get clients Open letter to a client in search of an agency Wanted: a renaissance in print advertising How to make TV commercials that sell Advertising corporations How to advertise foreign travel The secrets of success in business-to-business advertising Direct mail, my first love and secret weapon Advertising for good causes Competing with Procter & Gamble 18 Miracles of research What little I know about marketing Is America still top nation? Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach What's wrong with advertising? I predict 13 changes Reading list Index.

Abstract: A categorization approach to inference making was used to determine when the effects of comparative advertising would differ from those of noncomparative advertising. Comparative advertising led to different responses for experts relative to either product class or product type level noncomparative advertising, but for novices only when the noncomparative ad referred to a broad product class. These differences were for measures of similarity, distinctiveness, and ad informativeness. Mean values on brand attitudes were not differentially influenced by comparative versus noncomparative advertising, though comparative advertising resulted in more polarized attitudes. These results were interpreted within the categorization framework and point to the general usefulness of this conceptual framework.

Abstract: Previous research and reviews on comparative advertising report mixed results. The authors report the results from a meta-analysis that examines the efficacy of comparative advertising. The analysi...

Abstract: There is discrepancy between practitioners' views of comparative advertising and null findings by academics. However, in most studies, subjects' attention to and memory of the comparative claims were inflated, which may have precluded effects on these variables and on purchase intentions. This study manipulated market share and type of comparative claim, used nonforced exposure, measured attention via a computerized magazine, and assessed memory and purchase intentions after a 24-hour delay. Some findings are that direct comparative claims attract attention and thereby enhance purchase intentions for low-share brands but detract from purchase intentions for established brands by increasing awareness of competitors and sponsor misidentifications.