Comparative Advertising Effectiveness: A Cross-Cultural Study

Shao, Alan T.; Bao, Yeqing; Gray, Elizabeth K.

doi:10.1080/10641734.2004.10505165

Cited by 24 publications

(11 citation statements)

References 21 publications

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“…Highcontext communication cultures rely heavily on the context or nonverbal aspects of communication, using indirect and ambiguous messages (Miracle et al 1992). Conversely, in low-context communication cultures, much of the communication occurs predominantly through explicit statements in text and speech (Shao, Bao, and Gray 2004). Research has shown that different cultures have shown different responses toward comparative advertisements.…”

Section: Type Of Comparison (Direct/indirect)mentioning

confidence: 98%

Comparative Advertising in India: A Content Analysis of English Print Advertisements

Kalro

Sivakumaran

Marathe

2010

Journal of International Consumer Marketing

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We conducted a content analysis on 203 comparative print advertisements in India. We found that as hypothesized, direct comparative advertisements were used more (vis-à-vis indirect ones), differentiative claims were used more (vis-à-vis associative ones), maximal claims were higher than minimal claims, multibrand comparisons were greater in number (vis-à-vis single-brand comparisons), positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands. Contrary to expectations, we found that hedonic and utilitarian products used comparative advertisements equally. We offer a snapshot of the state of comparative advertisements in India that would be useful to managers and researchers.

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Section: Type Of Comparison (Direct/indirect)mentioning

confidence: 98%

Comparative Advertising in India: A Content Analysis of English Print Advertisements

Kalro

Sivakumaran

Marathe

2010

Journal of International Consumer Marketing

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“…The direct comparative ad format is more explicit in nature than indirect ads. In line with Shao, et al, (2004) reasoning, consumers from individualistic cultures such as the UK are more likely to view them as informative.…”

Section: Theoretical Frameworkmentioning

confidence: 77%

Direct and Indirect Brand Comparisons, Message Framing and Gender Effects in Advertising

2019

JMDC

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With increased brand competition, companies use brand comparisons via comparative advertising. Using Regulatory Focus Theory predictions, this research examines the effects of direct and indirect comparative advertising, message framing, and gender for their individual and joint impact on consumer response to advertising for analgesic painkillers. Results show that the type of brand comparison (direct vs indirect), comparison framing (prevention vs promotion) and the consumer's gender have significant impacts on responses to messages, individually and jointly. Managerially, the results underscore the strategic importance of varying message strategy by audience and comparative advertising tactic used, among other implications for the UK sample.

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“…It has been predicted and substantially confirmed that strictly comparative advertisements generate greater attention and recall compared to implied advertisements (Prasad 1976), presumably because they are more novel (Wilkie and Farris 1975). More recently, Shao, Bao, and Gray (2004) reported that for consumers in low-context cultures (which includes the United States), strictly comparative advertisements are more persuasive than implied advertisements, although they found no difference on A ad .…”

Section: Introductionmentioning

confidence: 79%

Comparative Television Advertising in the United States: A Thirty-Year Update

Beard

2016

Journal of Current Issues & Research in Advertising

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Strictly" comparative television commercials make explicit references to identifiable competitors, whereas "implied" ones make implicit comparisons to "ordinary brands"or other brands in general. This study assesses the frequency of comparative television advertising use in the United States and represents the literature's first longitudinal update for both products and services in more than three decades. Findings reveal (1) likely increases in the use of both strictly and implied comparative advertising and (2) the frequent use of a previously uninvestigated type, and (3) suggest today's advertisers attempt to avoid excessive intensity and negativity with their comparative advertising.

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Comparative Advertising Effectiveness: A Cross-Cultural Study

Cited by 24 publications

References 21 publications

Comparative Advertising in India: A Content Analysis of English Print Advertisements

Comparative Advertising in India: A Content Analysis of English Print Advertisements

Direct and Indirect Brand Comparisons, Message Framing and Gender Effects in Advertising

Comparative Television Advertising in the United States: A Thirty-Year Update

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