An Eye for an Eye: Impact of Sequelization and Comparison in Advertisements on Consumer’s Perception of Brands

Bibek Banerjee and Chakrabarty Patrali

No WP2010-08-01, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: In this paper we demonstrate that the positive effects of comparative advertising are significantly diluted when a compared-to brand retaliates. Retaliation introduces sequencing in advertisements. We therefore evaluate sequelized advertisements (both comparative and noncomparative) alongside comparative advertisements and ordinary advertisements. We show that, given no threat of comparative advertising from competitors, sequelizing a popular advertisement may be as potent as comparative advertising, in terms of improving consumers’ recall as well as preference for the sponsored brand. Furthermore, an advertisement message may be directed at core benefits (and/or attributes) that a brand promises, or at a stylized theme or storyline that use peripheral cues to indirectly convey the brand’s deliverables. We incorporate this dimension of communication focus and conclude that while comparative advertisements are more effective with objective messages, noncomparative sequelized advertisements work better with thematic or story based messages.

Date: 2010-08-01
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.iima.ac.in/sites/default/files/rnpfiles/2010-08-01Banerjee.pdf English Version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:iim:iimawp:wp2010-08-01

Access Statistics for this paper

More papers in IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department Contact information at EDIRC.
Bibliographic data for series maintained by ().