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

Patrali Chakrabarty and Bibek Banerjee ()

Working Papers from eSocialSciences

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. [W.P. No. 2010-08-01]

Keywords: positive effects; comparative advertising; brand; communication focus; advertisements (search for similar items in EconPapers)
Date: 2010-08
New Economics Papers: this item is included in nep-mkt
Note: Institutional Papers
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.esocialsciences.org/Download/repecDownl ... &AId=2785&fref=repec

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:ess:wpaper:id:2785

Access Statistics for this paper

More papers in Working Papers from eSocialSciences
Bibliographic data for series maintained by Padma Prakash ().