Do “Attack Ads” Work in Retail TV Advertising?

Compared to political campaign ads, retailers have been cautious about using negative TV ads to badmouth their competitors.  A recent Adweek/Harris Poll indicates such caution is well founded.

As the chart shows, people have a predisposition to think worse of the brand making the attack than the brand that is the target.  

Graph for Post #38One caveat:  Though people routinely claim to dislike attack ads in politics, the results on Election Day often suggest those ads have worked.  So, consumers may be less averse than they say to TV advertising that goes negative on the competition.

 

Share

About these ads

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

%d bloggers like this: