Differentiative Comparative Advertising: Some Positive Results Revealed by Measurement of Simultaneous Effects on the Ad-Sponsoring and Comparison Brands

Abstract

Previous academic studies have generally found comparative advertising to be equivalently or less effective in altering brand attitudes than more traditional forms, a result which is at odds with its prevalent industry usage. The current study tested whether failure to measure attitudes toward both the ad-sponsoring and comparison brands could account for the discrepancy. When effects on both brands were measured following use of a differentiation advertising strategy (originally equally preferred brands), a comparative ad format was found to be the more effective. The results were due primarily to attitudinal declines for the comparison brand, rather than gains by the ad sponsor. Differences from previous studies are discussed.