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Comparative advertising

About: Comparative advertising is a(n) research topic. Over the lifetime, 525 publication(s) have been published within this topic receiving 11290 citation(s). more


Open accessJournal ArticleDOI: 10.1287/OPRE.27.4.629
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... more

382 Citations

Open accessBook
01 Jan 1983-
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. more

Topics: Advertising account executive (72%), Advertising research (70%), Online advertising (70%) more

372 Citations

Journal ArticleDOI: 10.1086/209120
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. more

Topics: Comparative advertising (61%), Categorization (54%), Product type (51%)

280 Citations

Journal ArticleDOI: 10.2307/1252083
Dhruv Grewal1, Sukumar Kavanoor, Edward F. Fern2, Carolyn Costley3  +1 moreInstitutions (4)
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... more

Topics: Comparative advertising (65%)

263 Citations

Journal ArticleDOI: 10.1086/208548
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. more

Topics: Comparative advertising (58%)

250 Citations

No. of papers in the topic in previous years

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Topic's top 5 most impactful authors

Fred Beard

10 papers, 133 citations

William T. Neese

9 papers, 83 citations

Simon P. Anderson

7 papers, 159 citations

Francesca Barigozzi

6 papers, 123 citations

Michael J. Barone

6 papers, 241 citations

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