Title: How Effective is Comparison Advertising for Stimulating Brand Recall?
Abstract:Abstract A sample of adult men and women was exposed to both comparison and individual brand advertisements under controlled conditions. Recall measurements were made for the brands being advertised o...Abstract A sample of adult men and women was exposed to both comparison and individual brand advertisements under controlled conditions. Recall measurements were made for the brands being advertised on an immediate basis and twenty-four hours after exposure to the advertisements. Since different product classifications were promoted in the study, several implications are possible concerning the recall effectiveness of each type of advertisement and product brand.Read More
Publication Year: 1978
Publication Date: 1978-10-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 36
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