| Summary: | With so many products and brands at the market right now, advertisement often
said to be a top promotion tool to attract customers because advertisement can easily
be seen by many at once. There are many kind of advertisement can be found in various
types of mass media. They all try to persuade customers into buying their products or
brands with any kind of promises or prepositions. With the limitation on media cluster
and the tendency to avoid ad from customer, creating an ad that stands out, attractive,
creative and out of the box at the same time is a necessity to marketers.
Comparative ad is one example of marketers� creativity to steal attention, create
word-of-mouth and finally increasing purchase. The aim of this research is to analyse
customers� attitude to the comparative ad and to the non-comparative ad then compare
their influence on purchase intention.
This research uses validity and realibility test by confirmatory factor analysis,
simple linear regression and Chow-test. The data is gathered by using questionnaire to
160 respondents. The results of the research show that the attitude to comparative ad
influences purchase intention positively
|
|---|