Comparative advertising can be an effective persuasive technique, increasing purchase intentions by 22% according to multiple studies. It works best for problem-solving products, those that require more consumer involvement or research, and products with a small market share, like comparing Macintosh computers to PCs using Microsoft. The document encourages applying these lessons by evaluating two of your own firm's products to see if comparative advertising could provide benefits.

1. Are Comparative Ads Persuasive?Comparative advertisingAdapted from AdPrin.com

2. Is comparative advertising persuasive?___ a) no ___ b) somewhat ___ c) yesIf yes, for what kinds of products?Write your answer, then click for the evidenceAdapted from AdPrin.com2

3. Evidence: Comparative advertising is very persuasive. It increased purchase intentions by 22%-- based on 77 studies in the meta-analysis by Grewal (1997).It is especially effective for:Problem-solving productsHigh-involvement productsProducts with small market shareExample: Macintosh computers vs. PCs with Microsoft

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, evaluate two of your firm’s products against the conditions and decide whether you would benefit from comparative advertising.Adapted from AdPrin.com