The Effectiveness of Comparative Versus Non-Comparative Advertising: Do "Strictly" Comparative Ads Hurt Credibility of Non-Professional Service Brands?

U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising.

The Effectiveness of Comparative Versus Non-Comparative Advertising: Do “Strictly” Comparative Ads Hurt Credibility of Non-Professional Service Brands?

Fred Beard

University of Oklahoma

MANAGEMENT SLANT

  • The potential for negative outcomes is a very real possibility when prominent non-professional service brands identify one other by name in their campaigns.