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The Study on Comparative Advertising Effectiveness
by the Type of Comparative Advertising and Involvement

Comparative advertising could appear vigorous activities because the regulation of comparative advertising was mitigated.

The purpose of this study is finding out what type of comparative advertising is right to consumer in Korea It was possible that direct comparative advertising implementation in the view of law, however it is hardly determined that direct comparative advertising con be right to Korea consumers and market situations. So in this study, comparative advertising effectiveness was researched. Comparative advertising can be largely divided into comparative advertising with competitive brand and comparative advertising among fomily brands, and comparative advertising with competitive brand cad be divided into direct comparative advertising and indirect comparative advertising. Also this study researches into comparative advertising effectiveness according to involvement for the advertising effect of various consumers's situation.

In this study, experiment research was performed by 2¡¿2 between-subject factorial design about 180 university students. The independent variables were the type of comparative advertising and independent and the dependent variables were advertising attitude, brand attitude and purchase intention.

As the result of this study, it appeared that the coorientation of comparative advertising and involvement affect the effect of advertising. At the situation of high involvement, advertising effectiveness(advertising attitude, brand attitude, and purchase intention of comparative advertising with competitive brand was hagher than comparative advertising among family brands. Reversely at the situation of low involvement, the effect of comparative advertising among family brands scored high points.

After this research, the type of comparative advertising with competitive brand was divided into indirect comparative advertising and direct comparative advertising. The experiment research was performed by 3¡¿2 between-subject factorial design, and made the same result; coorientation effect. On the wholc, direct comparative advertising had highest effect on advertising attitude, brand attitude and purchase intention, and indirect comparative advertising and comparative advertising among family brands orderly had effect in high-involvement situation. Orderly in low-involvement situation. the comparative advertising among family brands got the best degrees.

Finally, this study had sufficient evidences that it was able to prove that the comparative advertising among family brands had greater impact than the comparative advertising with competitive brand in low-involvement, then in real advertising performance, it could be performed strategically.

Making the utility of direct comparative advertising is more properly strategical in high involvement because direct it showed especially good effect on purchase intention in high involvement situation.

Above of all, this research has important significance because it made comparison the effect of comparative advertising among family brands between comparative advertising with competitive brand. Another important thing was that practicability could be easier because the effect of comparative advertising was researched according to consumer involvement.

Definitely, discovering the right advertising strategy in market situation and consumer's involvement is one of the most important process. Another research must be essentially studied that related with comparative advertising that can be adated in right situation.