The communications-effectiveness of comparison advertising in telecommunication industry

• Main Authors: Dun-Yi Hu, 胡惇怡
• Other Authors: Tzuoo-Ding Lin
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/77359131838294163178

碩士 === 國立成功大學 === 電信管理研究所 === 93 === 　　Using comparison advertisings to promote the preferential measure has become a popular advertising strategy on telecommunication industry these years. The advertiser persuades consumers to adopt their preferential measure by comparing the charge between the competitor and the advertiser. But, do comparison advertisings really be suitable to all consumers? Would consumers still have the positive advertising attitude when they are the subscribers of the competitor? Does the comparison advertising be suitable to the consumers with high brand loyalty? Would the product involvement affect the advertising effect of comparison advertisings? 　　To discuss the questions above, this research uses the experimental advertisings and the questionnaire survey to analysis the difference of the advertising effect between the comparison advertising, which is including the direct comparison advertising and the indirect comparison advertising, and the non-comparison advertising. Furthermore, this research analyses the brand usage, the brand loyalty, and the product involvement’s influence to the advertising effect of different types of advertising. 　　There are four conclusions on this research. First, using comparison advertisings will decrease the consumer’s memory of advertising. Second, the brand user will have high communications-effectiveness at comparison advertisings, and the brand nonuser will have high communications- effectiveness at non-comparison advertising. Third, the high brand loyalty consumer will have high communications-effectiveness at the non-comparison advertising, and the low brand loyalty consumer will have high communications-effectiveness at comparison advertisings. Last, the product involvement will not affect the communications-effectiveness of different types of advertising. This research proposes some suggestions. First, It needs to be more careful to use comparison advertisings especially to the new corporations. Second, the news of the mergence between two corporations must propagate more to enhance the consumers’ cognition of the brand. Third, it suggest not to use comparison advertisings on high brand loyalty consumers whatever they are the brand subscribers or the competitor’s subscribers.