The Information Content of Comparative Magazine Advertisements

The existing research on comparative vs. noncomparative advertising has resulted in a great deal of conflict and confusion concerning its effectiveness. However, little attention has been directed toward examining the informational nature of the ads themselves. The current investigation examines the...

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Bibliographic Details
Published in:Journal of advertising 1983-12, Vol.12 (4), p.10-19
Main Authors: Harmon, Robert R., Razzouk, Nabil Y., Stern, Bruce L.
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Advertising research
Brands
College professors
Comparative advertising
Consumer research
Content analysis
Information
Information content
Laboratories
Marketing
Questionnaires
Statistical data
Studies
Television advertising
Television commercials
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Summary:The existing research on comparative vs. noncomparative advertising has resulted in a great deal of conflict and confusion concerning its effectiveness. However, little attention has been directed toward examining the informational nature of the ads themselves. The current investigation examines the question of whether comparative advertisements actually contain more objective information cues than their noncomparative counterparts. The results indicated that comparative ads did indeed have greater information content than noncomparative ads. Additional informational dimensions of comparative ads are explored.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.1983.10672858