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The Effects of Comparative Advertising Mediated by Market Position of Sponsoring Brand

Terence A. Shimp and David C. Dyer
Journal of Advertising
Vol. 7, No. 3 (Summer, 1978), pp. 13-19
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188191
Page Count: 7
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Abstract

An experimental test of the relative effectiveness of comparative and non-comparative advertising was performed. Mock print ads for fast food chains were constructed and presented to respondents in a simulated magazine mode. The market position of the sponsoring brand was manipulated in both comparative and non-comparative formats. Multiple criterion variables were operationalized corresponding to all stages of the hierarchy-of-effects paradigm. On balance, for the nine hypotheses tested, results revealed that non-comparative advertising was demonstrably more effective than comparative advertising.

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