Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 25

Studies involving comparative advertisements versus to noncomparative advertisements produced the following findings.43 Discuss why you think each statement is true. Try to think of comparative ads you have seen that substantiate these claims.
a. Message awareness was higher for comparative ads than for noncomparative ads if the brands were already established brands.
b. Brand recall was higher for comparative ads than for noncomparative ads.
c. Comparative ads were viewed as less believable than noncomparative ads.
d. Attitudes toward comparative ads were more negative than those toward noncomparative ads.