关于rcjj里的竞争性广告

dominik

http://marketing.byu.edu/htmlpages/ccrs/proceedings99/jeonbeatty.htm

google上搜到的原文，不过好长的说

a336000

不是一般的长 是相当的长

kirstenrl87

很好，很强大！

athen

A Cross-Cultural Investigation of the Relative Effectiveness of Comparative Advertising
 
Abstract
主题: 有许多研究比较三种广告类型（直接比较，间接比较，不比较）在不同文化里的说服力区别. 本文探讨了相关的研究.
Cross-cultural differences in persuasion effectiveness of three ad types-direct comparative, indirect comparative and noncompara-tive ads were compared between U. S. and Korea subjects using relative measures. In the United States, indirect comparative ads were most effective, while in Korea, direct comparative ads were most effective. These findings are explored.

athen

Introduction

Ever since comparative advertising has been used in the United States, many academicians and practitioners have assessed its effectiveness.  However, past research has provided contradict-ing results as to the relative effectiveness of comparative adver-tising versus noncomparative advertising.  This seems to be due primarily to the fact that researchers use different methodologies and products, as well as diverse contributing factors.  Further-more, although there have been several studies exploring the generalizability of the effectiveness of comparative advertising, too little attention has been paid to cross-cultural differences in the evaluation of the effectiveness of comparative claims.  Thus, there is not a clear understanding of how the effectiveness of comparative advertising varies in different cultures.

自从comparative advertising在美国使用，许多学者和实际工作者对其效果 进行了评估。    然而，过去的比较comparative adver-tising 和noncomparative advertising.哪个有效的许多研究提供了矛盾性的结果。这似乎 主要是由于研究人员使用不同的方法和产品，以及各种权重因素(diverse contributing factors).  。     况且，尽管有一些研究探索了比较广告的有效性的概括，但很少重视跨文化的差异在评估比较性claim的效果。    因此，没有一个清楚了解,究竟比较广告的效力在不同的文化中是怎样不同的。  

athen

The objective of this study is to investigate the cross-cultural differences in effectiveness of comparative advertising between a country familiar with comparative ads and a country not familiar with comparative ads using relative measures. 本研究的目的是探讨比较广告的效力中的跨文化差异,一个国家比较熟悉的比较性广告,另一个国家不熟悉使用relative measures的比较性广告。   We examine the following question: Are there any cross-cultural differences in persuasion effectiveness of three ad types - direct comparative, indirect comparative, and noncomparative ads - between the US and Korea? 我们审查了下列问题：在美国和韩国里, 三个广告类型-直接比较，间接比较，不比较广告-的说服力/效力, 是否体现了任何跨文化的差异？

文凯

athen MM已经成为GMAC出题机构的人了——改写文章出题了!

athen

As comparative advertising has become prevalent in the United States, considerable research has investigated its effectiveness. 因比较广告在美国已成为流行，大量的研究工作已经调查了其有效性。   However, empirical research concerning the effects of compara-tive advertising on consumers’ responses to advertised brands has produced mixed results. 然而，有关比较性的广告对消费者的反应，以广告的品牌的影响的研究,产生了mixed的结果。   O ften comparative and noncompar-ative ads have been found to be equivalent in their persuasive-ness , but not always .比较性和非比较性广告已 被发现 其说服力度基本相当 ，但并不总是相当。   As such, there are conflicting opinions between practitioners’ views of comparative advertising and the findings by academicians. 因此，，对比较广告, 从业人员的意见和 学者的研究之间存在着相互矛盾的意见。   Recently, Grewal et al. (1997) sys-tematically compared the effectiveness of comparative advertis-ing with noncomparative advertising based on their Hierarchy of Comparative Advertising Effects Model. 最近，Grewal用层次比较广告效应模型(Hierarchy of Comparative Advertising Effects Model.)系统地对比了比较性广告与非比较性广告的效力。   Their meta-analysis show ed that comparative ads were more effective than non-comparative ads in eliciting attention to the ad, message and brand awareness, message processing, favorable brand attitude, purchase intention , and purchase behaviors. 他们的荟萃分析显示比较性广告比非比较广告在如下方面更有效: 引起对广告的注意，信息和品牌意识，信息处理，良好的品牌态度，购买意愿 和购买 行为。   However, compara-tive ads produced lower source believability and less favorable attitudes toward the ad. 然而， 比较性广告来源可信度较低，并对广告本身不太有利态度。

athen

以下是引用文凯在2008-10-11 16:47:00的发言：
athen MM已经成为GMAC出题机构的人了——改写文章出题了!

晕，我自己读不懂啊，只好把我的理解贴上来，我阅读很差，大家看到不对的要赶紧体醒我啊！

athen

Despite the fact that comparative advertising has been defined as advertising that explicitly or implicitly compares at least two brands in the same product or service class, most research has focused on direct comparative advertising with little attention directed toward indirect comparative advertising. 尽管比较广告已经被界定为那种或明或暗地比较至少有两个品牌在同一产品或服务类的广告，大多数研究侧重于直接比较广告,很少注意针对间接比较广告。   Although, there have been a few studies assessing the effects of indirect comparative ads with the “brand X approach” (Goodwin and Etgar 1980; Pechmann and Ratneshwar 1991; Pechmann and Stewart 1990; Prasad 1976), we have yet to explore the relative influence of indirect comparative advertising comprehensively. 虽然出现了一些研究,去评估采用 “ X品牌办法”的间接比较广告的影响(Goodwin and Etgar 1980; Pechmann and Ratneshwar 1991; Pechmann and Stewart 1990; Prasad 1976) ，我们还没有全面探索间接比较广告的相对影响力。   The lack of focus on comparative studies (which include indirect comparative ads as well as direct comparative ads) in recent studies may have clouded the true effectiveness of comparative advertising. 由于最近关注对比这两者（包括间接比较广告以及直接比较广告）的研究缺乏,可能掩盖了比较性广告的真实有效性。