The Gloves Are Coming Off! to Use Direct/Indirect Comparative Ads: Depends on the Comparison Strategy

In comparative advertising, advertisers use differential ad formats (direct/indirect) and comparison strategies (targeting either the market leader or multiple brands). Here, we show that when direct comparisons are employed, it is advisable to compare oneself with multiple brands (rather than with the market leader); thus extending prior work in a managerial relevant way.



Citation:

Arti D Kalro, Bharadhwaj Sivakumaran, and Rahul R Marathe (2012) ,"The Gloves Are Coming Off! to Use Direct/Indirect Comparative Ads: Depends on the Comparison Strategy", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 237-244.

Authors

Arti D Kalro, Assistant Professor, Shailesh J Mehta School of Management, Indian Institute of Technology Bombay, Mumbai, India
Bharadhwaj Sivakumaran, Professor of Marketing, Great Lakes Institute of Management, Chennai, Tamil Nadu, India
Rahul R Marathe, Assistant Professor, Department of Management Studies, Indian Institute of Technology Madras, Chennai, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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