1. Are Comparative Ads Persuasive? Comparative advertising Adapted from AdPrin.com

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

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 products High-involvement products Products with small market share Example: 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