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Abstract To establish image of corporate by
public benefit advertising is useful to increase sales and profits. Although
the utilization of comparative advertising is more frequent, but the advertisi
ng effectiveness is argued. So this research shows the advertising effectivene
ss of the public benefit advertising presentation by comparing. The main go
als of this study describe as following: First, to know the advertising effect
iveness of comparative public benefit advertising. Second, to know the adverti
sing effectiveness of comparative public benefit advertising by different comp
aring ways. Third, to know the influence of extraneous factors, including prod
uct involvement、preference of leading brand and advertising involvement. T
he methodology methods-Coronbach α test、 correlation analysis、t test and MA
NOVA analysis are used in this research. The conclusions of this research
include: first, the advertising effectiveness of public benefit advertising of
low-level involvement product is more effective than high-level involvement p
roduct. Second, for the variable-comparing intensity, indirect comparing publi
c benefit advertising is more effective than direct comparing public benefit a
dvertising. Third, product involvement and preference of leading brand are bot
h important extraneous factors for comparative public benefit advertising.Keyw
ords: Comparative advertising, Public benefit Advertising, advertising effecti
veness.
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