Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/153229
Title: COMPARATIVE ADVERTISING IN SINGAPORE : AN EXPLORATORY STUDY
Authors: JUNE CHIA LIHAN
Issue Date: 1987
Citation: JUNE CHIA LIHAN (1987). COMPARATIVE ADVERTISING IN SINGAPORE : AN EXPLORATORY STUDY. ScholarBank@NUS Repository.
Abstract: In recent years, we have witnessed increasing attempts by advertisers to position their products against those of their competitors along various dimensions such as product attributes and prices. It is very interesting that studies conducted in the United States have had differing results as to the effectiveness of comparative advertising. However, the author feels that this trend of advertising will continue. This study used an experimental design approach to examine the effectiveness of comparative advertising in a service industry, that of escorted tours. In addition, an actual encyclopaedia advertisement was alsc used to compare the effectiveness of comparative advertising between a high involvement service and product. The study did not show any significant differences in general, though the encyclopaedia advertisement was better perceived in desirability. Although the means for comparative advertisements were higher than non-comparative advertisements, it was found that there were no significant differences in the perceived attitudes of the respondents to comparative advertisement versus non-comparative advertisement for information content, believability, credibility, desirability or purchase intention. There was an interesting point noted whereby the study showed that perception of an explicit comparative advertisement in terms of "not liking the way the advertisement was presented" was significantly less desired. This correlated with studies done by Wright (1973) regarding source derogation. A check using analysis of covariance for demographic variables did not show any significant differences. However, the respondents' prior tour experiences showed significant results with regards to the type of advertising used.
URI: https://scholarbank.nus.edu.sg/handle/10635/153229
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