A Further Assessment of Indirect Comparative Advertising Claims of Superiority Over all Competitors

Although numerous inquiries concerning comparative advertising appear in the literature, little research has examined indirect comparative claims touting a brand's superiority over all competitors. While the available evidence offers advertisers little reason to use such claims, our research co...

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Bibliographic Details
Published in:Journal of advertising 2006-12, Vol.35 (4), p.53-64
Main Authors: Miniard, Paul W., Barone, Michael J., Rose, Randall L., Manning, Kenneth C.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Advertising to sales ratios
Brands
Business strategies
Business studies
Comparative advertising
Comparative analysis
Competition
Consumer advertising
Consumer research
Effectiveness
Evaluation
Local advertising
Market positioning
Marketing
Pain
Studies
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Summary:Although numerous inquiries concerning comparative advertising appear in the literature, little research has examined indirect comparative claims touting a brand's superiority over all competitors. While the available evidence offers advertisers little reason to use such claims, our research conveys a different story about its effectiveness. Study 1 shows indirect comparative advertising claiming superiority over all competitors to be more effective than direct comparative and noncomparative advertising in positioning a brand against the entire market along featured attributes. Study 2 demonstrates that indirect comparative advertising's inferiority in positioning a brand against a specific competitor as opposed to all competitors disappears when consumers spontaneously generate this competitor during ad processing.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367350404