Authors and Corporations: | , |
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In: | Journal of Advertising, 6, 1977, 4, p. 15-18 |
published: |
Board of Directors, American Academy of Advertising
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Media Type: | Article, E-Article |
Physical Description: | 15-18 |
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ISSN: |
0091-3367
1557-7805 |
published in: | Journal of Advertising |
Language: | English |
Subjects: | |
Collection: | sid-55-col-jstorbusiness sid-55-col-jstoras6 sid-55-col-jstorbusiness2archive JSTOR Business & Economics JSTOR Arts & Sciences VI Archive JSTOR Business II Archive |
<p>Despite the frequent discussion and usage of comparative advertising, very few studies have empirically examined the phenomenon. This article reports the findings of a content analysis of 896 nationally televised advertisements. Results on the types of products compared, the competitive advantages stressed, the extent to which competition is noted, and the frequency of comparative advertising are reported. The study showed that strictly defined comparative advertisements are a relatively small percentage of total national television advertisements. Results also suggest that certain product types are more likely to utilize comparisons. Furthermore, quality is clearly the most common attribute stressed in comparative advertisements.</p> |