The Information Content of Comparative Magazine Advertisements

Published In

Journal of Advertising

Document Type

Citation

Publication Date

1983

Abstract

The existing research on comparative vs. noncomparative advertising has resulted in a great deal of conflict and confusion concerning its effectiveness. However, little attention has been directed toward examining the informational nature of the ads themselves. The current investigation examines the question of whether comparative advertisements actually contain more objective information cues than their noncomparative counterparts. The results indicated that comparative ads did indeed have greater information content than noncomparative ads. Additional informational dimensions of comparative ads are explored.

Locate the Document

https://doi.org/10.1080/00913367.1984.10672882

Persistent Identifier

https://archives.pdx.edu/ds/psu/41236

Publisher

Taylor & Francis

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