Research paper on comparative advertising

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The rapid growth research paper on comparative advertising comparative advertising during the past decade has sparked considerable debate over the relative merits of this particular message strategy. Recent efforts to measure various effects of comparative advertising have produced interesting but often inconclusive results. A framework is proposed which provides a vehicle for evaluating research progress to date and for identifying important opportunities for future work on the topic.

Comparative advertising, in one form or another, has appeared in conventional media for many years. However, there was little, if any, research interest in the topic until public endorsements were registered research paper on comparative advertising the Federal Trade Commission FTC read more a series of letters and speeches.

The position of comparative advertising FTC was that comparative advertising would benefit consumers, and it called earth essays products advertisers to name explicit competing brands rather than pursuing the traditional "Brand X" type of advertising.

Given the apparent approval of the FTC, fears of regulatory intervention declined and the major television networks in the U. To date, practitioner reactions to comparative advertising have been mixed. The FTC and its supporters from various consumer groups, professional associations and other special-interest groups still appear comparative advertising endorse comparative advertising research paper several reasons.

First, it is alleged that such advertisements provide consumers with information that was not previously available. Comparative advertising furnishes more and better information thereby assisting consumers in their choice and evaluation check this out products and services.

Second, research paper is held that comparative advertising forces manufacturers to strive for product improvement.

Otherwise, they run the comparative advertising of public embarrassment when their brands are positioned against superior brands in the marketplace. Finally, it is argued that such advertisements are likely to be more effective for advertisers. research paper on comparative advertising

They have novelty, the potential for enhanced selective attention due to the mention of competing brands, and the likelihood of increased see more by users of the sponsoring brand.

On the other hand, critics of comparative advertising have voiced several objections to the practice. First, they charge that comparative advertisements are prone to overloading consumers with here. A more serious consequence is that these advertisements may influence consumer choice through misidentification of brands named in the research paper on comparative advertising. Second, critics contend that users of competitive brands may counterargue for their brands, thereby producing a "boomerang" effect.

Finally, it is argued that consumers may be comparative advertising by unscrupulous advertisers who fail to present fair and truthful comparisons or claims. Thus, the credibility of advertisements and indeed, the advertising industry in general, might be tarnished as the result of comparative advertising. The controversy surrounding comparative advertising produced little my dreams on essays heated conjecture until the mid-seventies, when the research paper on comparative advertising strategic issues were put in focus in a pioneer article by Wilkie and Farris In this paper, the authors not only identified the various arguments and problems in comparative advertising, but also advanced a broad set of hypotheses which were designed to generate a focused stream of research on the topic.

The conceptual framework presented in Figure 1 was developed as a vehicle to organize the discussion of research findings on comparative comparative research paper on comparative advertising which have been reported in the research paper on comparative advertising over the past several years.

The issues research paper on comparative advertising in the model are discussed below. The concept of comparative advertising can be pursued along two dimensions - Definitions comparative advertising Types:.

Their definition is restrictive in the sense that the advertisement must not only name a competitive Brand B, but must also compare certain product attributes of the advertised brand against those comparative advertising competitive Brand B.

On the other hand, Comparative advertising takes a broader perspective by incorporating advertising forms which imply a competitive superiority comparative comparative advertising any dimension. Thus, as research paper on comparative advertising as an implicit or explicit comparison is made, the advertisement would qualify under McDougall's definition as a comparison advertisement. Based on the research conducted over the past several years, Wilkie and Farris's restrictive definition has been accepted by research paper researchers comparative advertising a standard for comparative advertising Belch, ; Golden, ; Comparative advertising and Etgar, ; Prasad, ; Swinyard, However, this definition only focuses on product-based attributes.

Recent studies have included price as a dimension in comparative advertising Della Bitta et al. And, it research paper on comparative advertising clear that other factors may also be used as bases for comparison. It therefore, seems appropriate to define comparative advertising as any advertisement that compares the essays samples persuasive brand against any other explicitly named competitive brand s along any attribute relating to product, click, price, market standing, or even company factors such as image and status.

McDougall identifies three types of comparative advertisements which can be classified as follows:. Generically - when competing products research paper on comparative advertising similar end uses but may differ physically.

The advertiser may compare his brand comparative advertising those of continue reading source some dimensions such comparative advertising product attributes that are positioned as superior to those of the competitors.

When a comparison is not substantiated by facts or test results, it is called a claim. A claim that is supported comparative advertising surveys, tests or other laboratory studies is considered as substantiation. However, a substantiated advertisement does not guarantee that comparative advertising "evidence" is gathered on a fair and truthful basis, that is, neutrality of results may be questionable.

The focus of research comparative advertising in two recent studies Belch, ; Swinyard, identifies copy claim variation as another type of comparative advertising.

Within the framework of attribution theory, Swinyard explored the effects of presenting two-sided claims versus a one-sided claim in comparative advertising.

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