Verbal and Visual References to Competition in Comparative Advertising

Abstract Abstract This experimental study contrasts effects of noncomparative and comparative print advertising formats. It employs multiple indicators of advertising response and a wide range of covariates. The focus is on differences in cognitive, affective and behavioral reactions to noncomparative versus comparative formats with alternative verbal and/or visual references to the competition. Results indicate that while comparative ads with well-known, established brands are not inherently confusing, (dis)advantages of different formats depend on an advertiser's objectives.