Can comparative advertising be effective in Germany? A tale of two campaigns.

After many years of being legally banned, comparative advertising has recently been permitted in Germany. So far, advertising practitioners and researchers have neither reached a consensus on its effectiveness nor on its usefulness for corporate communications. While findings from the U.S. literature suggest that comparative advertising can be effective in several contexts in the United States, there has been a lack of research on whether comparative advertising can be effective in Germany. Because of cultural factors, it should not be automatically concluded that comparative advertisements will be effective in Germany. The authors explore the effectiveness of comparative advertising in Germany by analyzing two separate campaigns, one that theoretically lends itself to effective comparative advertising and one that does not. A general theory that makes predictions about the effectiveness of comparative advertising is proposed and tested. While an analysis of two campaigns is not sufficient to establish the generalized efficacy of comparative advertising in Germany, the results clearly support the idea that comparative advertising can be effective in some contexts in Germany. However, as predicted by our theory, there are other conditions under which comparative advertising is not effective.

Main Author: Schwaiger, Manfred.
Other Authors: Rennhak, Carsten., Taylor, Charles., Cannon, Hugh.
Language: English
Published: 2007
Online Access: http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178827
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dc_source_str_mv Journal of Advertising Research 47(1), 2007, 2-13.
author Schwaiger, Manfred.
author_facet_str_mv Schwaiger, Manfred.
Rennhak, Carsten.
Taylor, Charles.
Cannon, Hugh.
author_or_contributor_facet_str_mv Schwaiger, Manfred.
Rennhak, Carsten.
Taylor, Charles.
Cannon, Hugh.
author_s Schwaiger, Manfred.
spellingShingle Schwaiger, Manfred.
Can comparative advertising be effective in Germany? A tale of two campaigns.
author-letter Schwaiger, Manfred.
author_sort_str Schwaiger, Manfred.
author2 Rennhak, Carsten.
Taylor, Charles.
Cannon, Hugh.
author2Str Rennhak, Carsten.
Taylor, Charles.
Cannon, Hugh.
dc_title_str Can comparative advertising be effective in Germany? A tale of two campaigns.
title Can comparative advertising be effective in Germany? A tale of two campaigns.
title_short Can comparative advertising be effective in Germany? A tale of two campaigns.
title_full Can comparative advertising be effective in Germany? A tale of two campaigns.
title_fullStr Can comparative advertising be effective in Germany? A tale of two campaigns.
title_full_unstemmed Can comparative advertising be effective in Germany? A tale of two campaigns.
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description After many years of being legally banned, comparative advertising has recently been permitted in Germany. So far, advertising practitioners and researchers have neither reached a consensus on its effectiveness nor on its usefulness for corporate communications. While findings from the U.S. literature suggest that comparative advertising can be effective in several contexts in the United States, there has been a lack of research on whether comparative advertising can be effective in Germany. Because of cultural factors, it should not be automatically concluded that comparative advertisements will be effective in Germany. The authors explore the effectiveness of comparative advertising in Germany by analyzing two separate campaigns, one that theoretically lends itself to effective comparative advertising and one that does not. A general theory that makes predictions about the effectiveness of comparative advertising is proposed and tested. While an analysis of two campaigns is not sufficient to establish the generalized efficacy of comparative advertising in Germany, the results clearly support the idea that comparative advertising can be effective in some contexts in Germany. However, as predicted by our theory, there are other conditions under which comparative advertising is not effective.
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dc.title Can comparative advertising be effective in Germany? A tale of two campaigns.
dc.creator Schwaiger, Manfred.
Rennhak, Carsten.
Taylor, Charles.
Cannon, Hugh.
dc.description After many years of being legally banned, comparative advertising has recently been permitted in Germany. So far, advertising practitioners and researchers have neither reached a consensus on its effectiveness nor on its usefulness for corporate communications. While findings from the U.S. literature suggest that comparative advertising can be effective in several contexts in the United States, there has been a lack of research on whether comparative advertising can be effective in Germany. Because of cultural factors, it should not be automatically concluded that comparative advertisements will be effective in Germany. The authors explore the effectiveness of comparative advertising in Germany by analyzing two separate campaigns, one that theoretically lends itself to effective comparative advertising and one that does not. A general theory that makes predictions about the effectiveness of comparative advertising is proposed and tested. While an analysis of two campaigns is not sufficient to establish the generalized efficacy of comparative advertising in Germany, the results clearly support the idea that comparative advertising can be effective in some contexts in Germany. However, as predicted by our theory, there are other conditions under which comparative advertising is not effective.
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