Should the competing brand be illustrated in a comparative advertisement? Academic Article

abstract

• Recent studies on comparative advertising have focused on the relative effectiveness of comparative ads versus noncomparative or Brand X ads. This laboratory experiment used 408 student subjects to assess the believability and interestingness of various comparative advertising formats when the competing brand is illustrated versus when it is not illustrated. The findings revealed no significant differences in subjects' ratings of the believability or interestingness of the advertisements illustrating the competing brand compared to similar advertisements that did not illustrate the competing brand. 1979 Academy of Marketing Science.

authors

• Pride, William

published proceedings

• Journal of the Academy of Marketing Science

author list (cited authors)

• Lamb, C. W., Pride, W. M., & Pletcher, B. A.

citation count

• 3

complete list of authors

• Lamb, Charles W||Pride, William M||Pletcher, Barbara A

publication date

• January 1978

publisher

• Springer Nature  Publisher

published in

• Journal of the Academy of Marketing Science  Journal

keywords

• Comparative Effectiveness Research

Digital Object Identifier (DOI)

• 10.1007/bf02729783

start page

• 176

end page

• 186

volume

• 6

issue

• 3

URL

• http%3A%2F%2Fdx.doi.org%2F10.1007%2Fbf02729783