ABSTRACT

The purpose of this study is to examine how advertising effects differ in regards to the difference of amount of information provided, In order to do so, we created different levels according to the number of attributes and brands set as comparative standards for direct comparative advertising.

In this study, we created 3 different levels of the comparative standards of both the number of attributes and brands, and used an imaginary new brand advertisements for the experimental research. The results were as such:

The presentation of the number of attributes in direct comparative advertising have an effect on the attitude toward the advertisement, the attitude toward the brand, the brand recognition, and the purchase intention.

And the presentation of the number of brands in direct comparative advertisements have an effect on the brand recognition. the attitude toward the brand, and the purchase intention.

In addition, the interaction effect on the brand recognition and the attitude toward the brand shows a significant difference.

Overall, The result show that the increase of direct comparative advertising have an affirmative influence on advertising effects over the brand recognition, the attitude toward the brand, and the purchase intention of a buyer.

These results show that the amount of information that had been presented within the practical levels in direct comparative advertisements does not cause information overload. In fact, if the information is useful to the consumer, it has an affirmative influence on increasing attitude and recognition: furthermore, it can influence the buyers purchase intention. Additionally, this research is significant because it is the first attempt to a systematic approach in studying the effects of amount of information provided in direct comparative advertising.