Posted in Marketing and Strategy Terms, Total Reads: 1160
Definition: Counter Advertising
It was first introduced in the United States by Federal Trade Commission in 1972. It is defined when advertising takes the contrary position of the advertisement which preceded it. Such kind of advertising often occurs on controversial topics like smoking.
For example: Alcohol Counter advertising is commonly used to counter the effects that alcohol consumption can have. This can be done in the form of print or broadcast advertisements, print and broadcast advertisements. The effectiveness of the counter advertising is measured by the elaborative likelihood model (ELM). For the option of print and broadcast advertisements, some factors like emotional appeal and audience factors influences the effectiveness. For warning labels, the content, design and audience factors all influence the effectiveness of the ad. The effectiveness of the ads is evaluated in terms of the extent in which they impact the drinking behavior.
Researchers have found that the ability to recall warning label messages is highest among young respondents, heavier drinkers and purchasers of alcohol. Heavy drinkers perceive the warning labels less favorably in spite of knowing the drinking risks more in comparison to the light drinkers.
In conclusion, to predict the situations under which counter advertising approaches will work, researchers must understand the processes contributing/limiting the effectiveness. Counter advertising must lead to a proper attitude change and must intend to affect the behaviors they target.