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