Question: Studies involving comparative advertisements versus non-comparative 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.
a.Message awareness was higher for comparative ads than for non-comparative ads if the brands are already established brands.
b.Brand recall was higher for comparative ads than for non-comparative ads.
c.Comparative ads were viewed as less believable than non-comparative ads.
d.Attitudes toward comparative ads were more negative than toward non-comparative ads.”
a) The message awareness is higher for comparative ads if the brands are established in nature as it attracts consumers to compare the two brands in regard to feature or service being offered. It makes the ad more intriguing due to war between companies
b) The comparative ads have much deeper impact on mind of consumers due to direct comparison and war. It becomes talk of the town and thus have higher recall
c) The comparative ads are considered less believable as the customers assume it as a marketing gimmick. There are loyalist for both the brands in comparison and thus do not consider it as real
d) The attitude is negative towards comparative ads as it is considered as less believable. Moreover, the loyalist for both the brands may not like the comparison and thus have negative attitude
Question: Studies involving comparative advertisements versus non-comparative ads produced the following findings. Discuss why you think...
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