Resumen

FARIAS, Pablo. The effectiveness of oppositional advertising. estud.gerenc. [online]. 2015, vol.31, n.134, pp.3-7. ISSN 0123-5923.

The purpose of this study is to test the viability of oppositional advertising in Chile. Data were collected via controlled experimentation, through the manipulation of oppositional versus non-oppositional visual and verbal information within a printed ad for a new car. The findings suggest that oppositional ads may be less effective on ad recall, despite being perceived less complex by participants. While experimental research is not sufficient to establish the generalized non-superiority of oppositional advertising in Chile, the results support the idea that oppositional advertising might not be more effective than non-oppositional advertising for many marketing campaigns in Chile.

Palabras clave : Oppositional advertising.; Complexity.; Recall..

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