Effectiveness of Comparative Advertising
Comparative advertising has been increasingly implemented through the years, and the types of comparative advertising range from comparing a single attribute dimension, comparing an attribute unique to the target and absent in the referent and comparisons involving attributes unique to both brands. The contributing factors to the effectiveness of comparative advertising include believability, which refers to the extent a consumer can rely on the information provided in comparative advertisements, the level of involvement, and the convenience in evaluation, provided by spoon feeding the consumer with information that does not require extra effort in recall.
Comparative advertising is generally coupled with negativity, as evidenced by early industry condemnation. Stating reasons such as participation in comparative advertising damaged the honour and credibility of advertising. Studies have suggested that negative information can be stored more effectively, thus generating the impact that any advertisement is purposed for, and more importantly, strong recall. On the contrary, such negativity can either be transferred directly to the brand and the consumer’s impression of the brand, various studies through the years have proven that comparative advertising has been responded to negatively.
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