Investigating the Comparative Effectiveness of Demonstrative and Straight-Sell Comparative Advertisements

Abstract

This study aims to investigate the effectiveness of demonstrative-comparative advertisements in relation to straight-sell comparative advertisements. Both demonstrative-comparative and straight-sell comparative ads were embedded in a television program so that real scenario could be developed. 140 senior business graduates were randomly assigned to the experimental advertisements in two separate but homogeneous groups. After their exposure to the stimuli advertisements, their responses on various advertising measures were tapped. The study findings reveal that demonstrative-comparative ads lead to greater advertising and brand recall, favorable advertising and brand attitude and higher purchase intention than straight-sell comparative advertisements. Findings of the study suggest that advertising professionals in Pakistan should concentrate on combining demonstrative executional style into the comparative advertising rather to use comparative advertisements alone. Doing so will enhance the effectiveness of advertisements and ensure better return on the advertising investment of the clients. In addition, the study also presents significant theoretical implications and also suggests future research directions.