Naslov
Croatian consumers' selective reactions to non-comparative, comparative, and negative advertising

Autori
Holmes, John H. ; Ozretić Došen, Đurđana ; Tomašević, Marija ;

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
World Marketing Congress, 1995. Vol. VII-II / - , 1995, 7-35

ISBN
0-732606209

Skup
The Seventh Bi-Annual World Marketing Congress

Mjesto i datum
Melbourne, Australija, 01.06.1995. - 06.06.1995

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
non-comparative advertising; comparative advertising; negative advertising

Sažetak
This study addresses Croatian consumers' differential responses to non-comparative, comparative, and negative message formats. More specifically, it assesses the respondents' evaluations of the respective messages ; their evaluations of the sponsoring brand, and that of the brand with which it is being compared. The findings revealed consumers' preferences for the non-comparative message and dislike of the negative message. Accordingly, the highest percentage of unfavorable evaluations towards both the sponsor's brand and the named competitor's brand were occasioned by the negative message. The emergence of free markets has both created and expanded market opportunities within the Republic of Croatia. Concomitantly, privatization and the increasing presence of imported merchandise has greatly impacted competition. To survive and prosper in this new highly competitive climate, marketers must differentiate their products from those promoted by competitors. More precisely, they must properly position their offerings in the minds of prospects and consumers (Trout and Ries 1972 ; Holmes 1973). They should also know how to reposition competitors (Ries and Trout 1986). Effective positioning requires that firms identify the desired image they wish to project for their brand. Marketers must also reflect on how consumers will perceive their brand's image vis-a-vis the images associated with the brands offered by direct competitors. Traditionally, advertising has served as the principal vehicle for communicating a brand's image to prospective consumers. Creative messages provided brand related information and frequently conveyed benefits associated with the purchase and the consumption of the item. Such messages, however, often did not distinguish the sponsor's brand from competitive alternatives. As a consequence, advertisers and their agencies developed a new format, viz., comparative advertising. Essentially, comparative advertising enables the sponsor to either more closely associate or disassociate their brand from one or more competitive brands. The decision to associate or disassociate was often predicated on the sponsor's market rank. Oftentimes, a firm introducing a new item would attempt to show similarities between its new entry and the established category leader ; conversely, the market leader would point out differences between its brand and category entries. Since its inception comparative advertising has been steeped in controversy. Its proponents assert that it provides consumers' with more information and facilitates enlightened decision making ; whereas, opponents contend that it creates confusion and often results in unfair competitive practices (Chevins 1975 ; Ulanoff 1975). In the United States, the practice has been encouraged by the Federal Trade Commission, with the caveat that all claims either attributed to the sponsor's brand or any named competitors must be substantiated. Empirical research on comparative advertising within the United States abounds (Etgar and Goodwin 1977 ; Swinyard 1981 ; Ash and Wee 1983 ; Iyer 1988 ; Rogers and Williams 1989). Notwithstanding, recent assessments indicate few generalizations concerning its overall effectiveness suggesting that findings have to be adjusted to individual product-market situations (Barry 1993 ; Putrevu and Lord 1994). Still, its usage continues to proliferate. Comparative advertising messages initially tended to provide a balanced view of both the sponsor's brand and that of named competitors. Now as competition has become more fierce, advertisers have frequently resorted to negative campaigns. Essentially, negative advertising is a form of comparative advertising whereby the sponsoring firm either subtlety or blatantly denigrates one or more direct competitors (Merrit 1984). Empirical studies have indicated consumers' disdain for negative messages (Surlin and Gordon 1977, Petit-O'Malley and Johnson 1992) ; nevertheless, such advertising has often accomplished advertisers' objectives (James and Hensel 1991 ; Faber, Timms, and Schmitt 1993). As a result, negative advertising has become part of the advertiser's competitive arsenal and has been increasingly used in contemporary marketing warfare. Presently, comparative messages are not found within Croatia's advertising media. Such advertisements would be in violation of the Croatian Advertising Association Codes. Notwithstanding, market conditions in Croatia are volatile. Entrepreneurship and privatization have spawned countless new brands in almost all consumer goods categories. Rivalries have intensified as domestic brands compete both with one another as well as against heavily advertised foreign brands. Therefore, it is felt that comparative advertising may gradually gain acceptance within Croatia. Given this possibility, it becomes useful to consider Croatians' reactions to comparative and negative advertising formats.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA