Question

Question: Studies involving comparative advertisements versus noncomparative ads produced the following findings. Discuss why you think each statement is true. Try to think of comparative ads you have seen that substantiate these claims.

1. Message awareness was higher for comparative ads than for non-comparative ads if the brands are already established brands.
2. Brand recall was higher for comparative ads than for non-comparative ads.
3. Comparative ads were viewed as less believable than non-comparative ads.
4. Attitudes toward comparative ads were more negative than toward non-comparative ads.”

Do not simply answer the questions, Discuss each statement thoroughly and add some examples to support each one of them.

Answer 1

1. Yes, message awareness is higher in comparative ads, for established brands because, consumes already know what the brand or product is about in this case, utility/ price/ benefits/ category etc. So it is easier to relate for them what they want to buy now or later stage. Example Ad for Whirlpool Vs Samsung brand washing machine is relatable to both the consumers for both brands, no matter whether is about semi automatic or fully automatic machine.
2. Brand recall will always be higher in comparative Ads, as in above example, people are aware of Whirlpool Vs Samsung brands and washing machines, so they can quickly relate to the new Ad for a new technology/ new product features/ price discounts on New year occasions etc. , compared to times where Ad is non comparative
3. Comparative Ads compete for parameters like look/ appeal/ price/ product features etc. Hence, people develop a certain perception about Ads while comparing, which even may become confusing at times, hence, it would be sometimes difficult to believe which product/ brand is saying better! Example- In case of non comparative Ads, consumers can believe it better, as one Ad would focus on Features and benefits, other Ad would be talking about Family values and emotions, so as to why buy that product, no matter how higher is the cost in each case.
4. Attitudes will be negative in Comparative Ads, when consumers will not be able to differentiate well enough between both brand’s Ads. Example- Vs Samsung brand washing machine both fully automatic, top load with Steam heat features for commercial laundry purpose. Customer may hit up and confuse which is actually better Vs high price to pay V Durability/ life of machine, or should they just buy any local brand, which would cost them less and give more or less similar functionality