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The Communications: Effectiveness of Comparative Advertising for a New Brand on Users of the Dominant Brand

John H. Murphy, II and Mary S. Amundsen
Journal of Advertising
Vol. 10, No. 1 (1981), pp. 14-20+48
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/4188337
Page Count: 8
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Abstract

An experiment was employed to examine the effectiveness of comparative magazine advertising appeals when employed by new brands competing with a dominant brand in their product category. Three experimental treatments were used: a direct comparative copy appeal; a "brand X" comparative copy appeal in which comparisons were made with "the leading brand;" and, a non-comparative copy appeal. Results of the experiment suggest that a non-comparative or straight sell appeal is more effective than comparative appeals for new brands competing with a dominant brand.

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