Creative Approaches
Rational
Creative
Approaches
• Comparative Advertising
• Inoculative Advertising
• Refutational Advertising
Comparative
Advertising
• Implicit
• Explicit
How does it
help or not
help
• Lowers the preference ratings for the
comparison brands
• Sometimes increasing perceived similarity
between brands
• Ads get more attention and media space
• Sponsor misidentification
• Leader Vs Follower
• Least likely to increase awareness for market
leader
• Open ended Vs Close ended
Inoculative
Advertising
• Building resistant attitudes
• A consumer can be made more resistant to
competitive appeals by attempting to make a
brand offer more attractive
Refutational
Advertising
• Explicitly or implicitly stating
consumer beliefs/
competitive appeals and
then refuting them
• Hertz explained the
many benefits of renting
a Hertz car. Avis refuted
the claim “No 1 equals
the best” by saying that
“No 2 tries harder”
Emotional
Creative
Approaches