In the spot compares the online retailer Amazon Kindle Fire HD 8.9 with the Apple iPad. © Photo: Screenshot of Amazon Comparative advertising
Several brands are
a comparative advertising – it is in many large companies, the uncertainty of whether the competing brands do not inadvertently benefit from their own advertising. In 2011, the service plan Agency Facit Media Efficiency demonstrated in the study Impact Navigator, competitive brands that the consumer can certainly result in stronger emotions than actually advertised product. But this should not be a disadvantage, explains senior client advisor and neuroscientist Sabine Frenzel in a recent blog post Impact Navigator 2013 .
For the study, Facit Media Efficiency has a spot of online retailer Amazon looked more closely at where the Kindle Fire HD 8.9 with the iPad is compared by Apple .
200 subjects were examined for the effect of neural Amazon spots by the neuroscientific method Steady state topography (SST). This is an extension of the classical EEG, which measures the speed of electrical voltage changes on the surface of the skull of the study participants in microvolts.
addition, the brand recall was requested by reaction time test. Neuro researchers placed the subjects on individual brand logos. They had to be as fast as possible to decide whether a spot was broadcast in this brand before-seen advertising block or not. The result: 84 percent of the participants correctly remembered to have seen a spot on the Kindle Fire from Amazon. Only 16 percent were wrong and said they have not seen the spot. Similarly, the majority (66 percent) had remembered correctly, to have just seen a spot of Apple. Only a minority (34 percent) had remembered incorrectly and thought that Apple was the sender of the spot.
Although the iPad is described in the spot almost as detailed as the Kindle, these results showed that Kindle is superior to the iPad in terms of brand recall. The comparative spot thus achieved a “very good effect” for the Amazon tablet, without strengthening the competitors too, so Frenzel.
important purchasing decisions but are anchoring in the long-term memory and the “personal relevance”. Because studies have shown that only information considered important as a spectator for themselves, have the chance to be remembered in the long term – which has implications for the choice of products at the point of sale.
both “iPad” as well as the brand “Apple” were firmly rooted in the long-term memory for the volunteers. “The creation has therefore a very positive impact on the Apple iPad,” said Frenzel. “In the case of an associative brand strategy, the spot, however, has paid off well for the advertisers to Amazon because the spot, which is awarded by the participants clearly the brand Amazon Kindle, overall quite benefited from the positive effect of the iPad.”
From Amazon spot so both sides benefit. Which is not always the case: “In differentiating marketing strategies comparative commercials are however to be taken with caution,” said Frenzel
. More details of neuroscientific investigation, see the Service Plan blog.
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