87
Views
39
CrossRef citations to date
0
Altmetric
Original Articles

Verbal and Visual References to Competition in Comparative Advertising

Pages 10-23 | Received 30 Jul 1985, Accepted 23 Sep 1985, Published online: 29 May 2013

References

  • Alesandrini , Kathryn Lutz . 1983 . “Strategies That Influence Memory for Advertising Communications,” . In Information Processing Research In Advertising , Edited by: Harris , Richard Jackson . 65 – 82 . Hillsdale , NJ : Lawrence Erlbaum Associates .
  • Barry , Thomas E. and Tremblay , Roger L. 1975 . “Comparative Advertising: Perspectives and Issues,” . Journal of Advertising , 4 ( 4 ) : 15 – 20 .
  • Belch , George E. 1981 . “An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance,” . Journal of Marketing Research , 18 ( 3 ) : 333 – 49 .
  • Brown , Stephen W. and Jackson , Donald W. 1977 . “Comparative Television Advertising: Examining Its Nature and Frequency,” . Journal of Advertising , 6 ( 4 ) : 15 – 18 .
  • Golden , Linda L. “Consumer Reactions to Comparative Advertising,” . Advances in Consumer Research, Proceedings of the Association for Consumer Research . Edited by: Anderson , Beverlee B. Vol. 3 , pp. 63 – 67 .
  • Golden , Linda L. 1979 . “Consumer Reactions to Explicit Brand Comparisons in Advertisements,” . Journal of Marketing Research , 16 ( 4 ) : 517 – 32 .
  • Goodwin , Stephen and Etgar , Michael . 1980 . “An Experimental Investigation of Comparative Advertising: Impact of Message Appeal, Information Load, and Utility of Product Class,” . Journal of Marketing Research , 17 ( 2 ) : 187 – 202 .
  • Greenwald , Anthony G. 1968 . “Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change,” . In Psychological Foundations of Attitudes , Edited by: Greenwald , Anthony G. , Brock , Timothy C. and Ostrom , Thomas M. 147 – 70 . New York : Academic Press .
  • Jackson , Donald W. Jr. , Brown , Stephen W. and Harmon , Robert R. 1979 . “Comparative Magazine Advertisements,” . Journal of Advertising Research , 19 ( 6 ) : 21 – 26 .
  • Johnson , W. A. and Heinz , S. P. 1978 . “Flexibility and Capacity Demands of Attention,” . Journal of Experimental Psychology: General , 107 : 420 – 35 .
  • Keppel , Geoffrey . 1982 . Design and Analysis: A Researcher's Handbook, , 2nd. ed. , Englewood Cliffs , NJ : Prentice-Hall .
  • Levine , Philip . 1976 . “Commercials That Name Competing Brands,” . Journal of Advertising Research , 16 ( 6 ) : 7 – 14 .
  • McDougall , Gordon H.G. 1977 . “Comparative Advertising: Consumer Issues and Attitudes,” . In Contemporary Marketing Thought , Edited by: Greenberg , Barnett A. and Bellenger , Danny N. 286 – 91 . Chicago : American Marketing Association .
  • McDougall , Gordon H.G. 1978 . “Comparative Advertising: The Effect of Claim Type and Brand Loyalty,” . In Current Issues and Research in Advertising , Edited by: Leigh , James and Martin , Claude R. Jr. 39 – 52 . Ann Arbor : University of Michigan .
  • Moates , Danny R. and Schumacher , Gary M. 1980 . An Introduction to Cognitive Psychology , Belmont , CA : Wadsworth Publishing .
  • Mitchell , Andrew A. 1983 . “The Effects of Visual and Emotional Advertising: An Information Processing Approach,” . In Advertising and Consumer Psychology , Edited by: Percy , Larry and Woodside , Arch G. 197 – 218 . Lexington , MA : D.C. Heath .
  • Muehling , Darrel D. and Kangun , Norman . 1985 . “The Multi-Dimensionality of Comparative Advertising: Implications for the Federal Trade Commission,” . Journal of Public Policy and Marketing , 4 : 112 – 28 .
  • Murphy , John H. and Amundsen , Mary S. 1981 . “The Communications-Effectiveness of Comparative Advertising For A New Brand On Users of the Dominant Brand,” . Journal of Advertising , 10 ( 1 ) : 14 – 20 . 48
  • Percy , Larry and Rossiter , John R. 1980 . Advertising Strategy , New York : Praeger Publishers .
  • Postman , L. 1971 . “Transfer, Interference, and Forgetting,” . In Woodworth and Schlosberg's Experimental Psychology, , 3rd ed. , Edited by: Kling , J. W. and Riggs , L. A. New York : Holt, Rinehart and Winston .
  • Prasad , Kanti V. 1976 . “Communications-Effectiveness of Comparative Advertising: A Laboratory Analysis,” . Journal of Marketing Research , 13 ( 2 ) : 128 – 37 .
  • Pride , William M. , Lamb , Charles W. and Pletcher , Barbara A. 1977 . “Are Comparative Advertisements More Informative For Owners of the Mentioned Competing Brand Than For Nonowners?,” . In Contemporary Marketing Thought , Edited by: Greenberg , Barnett A. and Bellenger , Danny N. 298 – 301 . Chicago : American Marketing Association .
  • Pride , William M. , Lamb , Charles W. and Pletcher , Barbara A. 1979 . “The Informativeness of Comparative Advertisements: An Empirical Investigation,” . Journal of Advertising , 8 ( 2 ) : 29 – 35 .
  • Reed , Stephen K. 1982 . Cognition: Theory and Applications , Monterey , CA : Brooks/Cole Publishing Company .
  • Rossiter , John R. and Percy , Larry . 1983 . “Visual Communication In Advertising,” . In Information Processing Research In Advertising , Edited by: Harris , Richard Jackson . 83 – 125 . Hillsdale , NJ : Lawrence Erlbaum Associates .
  • Shimp , Terence A. “Comparison Advertising in National Television Commercials: A Content Analysis with Specific Emphasis Devoted to the Issue of Incomplete Comparative Assertions,” . Combined Proceedings . Edited by: Mazze , Edward M. pp. 504 – 08 . Chicago : American Marketing Association .
  • Shimp , Terence A. and Dyer , David C. 1976 . “The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand,” . Journal of Advertising , 7 ( 3 ) : 13 – 19 .
  • Swinyard , William R. 1981 . “The Interaction Between Comparative Advertising and Copy Claim Variation,” . Journal of Marketing Research , 18 ( 2 ) : 175 – 86 .
  • Tannenbaum , Stanley I. and Kershaw , Andrew G. 1976 . “For and Against Comparative Advertising,” . Advertising Age , July 5 : 25 – 26 .
  • Ulanoff , Stanley M. 1975 . “Comparison Advertising: An Historical Retrospective,” , Cambridge , MA : Marketing Science Institute . working paper
  • Wilkie , William and Farris , Paul . 1975 . “Comparison Advertising: Problems and Potential,” . Journal of Marketing , 39 ( 4 ) : 7 – 15 .
  • Wilson , Dale R. “An Empirical Evaluation of Comparative Advertising Messages: Subjects' Responses on Perceptual Dimensions,” . Advances in Consumer Research, Proceedings of the Association for Consumer Research . Edited by: Anderson , Beverlee B. pp. 53 – 57 .
  • Wilson , Dale R. 1978 . “Comparative Advertising: Some Current Considerations For Managerial Planning and Strategy,” . In Current Issues and Research in Advertising , Edited by: Leigh , James and Martin , Claude R. Jr. 5 – 22 . Ann Arbor : University of Michigan .
  • Wilson , Dale R. and Mudderisoglu , Aydin . “An Analysis of Cognitive Responses to Comparative Advertising,” . Advances in Consumer Research, Proceedings of the Association for Consumer Research . Edited by: Olson , Jerry C. pp. 566 – 71 .

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.