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.
Shaukat Ayaz, Wisal Ahmad, Mehboob ur Rashid. (2018) Investigating the Comparative Effectiveness of Demonstrative and StraightSell Comparative Advertisements, The Journal of Humanities & Social Sciences, Volume-26, Issue-1.
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