Comparative advertising
COMPARATIVE APPOACH IN MESSAGE STRATEGYComparative advertising refers to the practice of either directly or indirectly naming one or more competitors in an ad and usually making a comparison on one or more specific product or service attributes. Such other party is usually his competitor and is often the market leader in the particular trade. The comparison is made with a view towards increasing the sales of the advertiser. This is typically done by either suggesting that the advertiser's product is of the same or a superior quality to that of the compared product or by denigrating the quality of the compared productIn a typical comparative advertising, the advertiser claims superiority over a leading competitor (identified or unidentified) based on how superior the advertised brand is on an important attribute. For example, in the Pepsi challenge, Pepsi highlights its superiority over Coke by stating that more people preferred Pepsi over Coke in a recent taste test. The underlying principle is to differentiate the advertised brand from competition by demonstrating that it has better performance characteristics. Operationally, several comparison formats are used for communicating the claim such as direct comparisons, in
There is also a concern that disparaging rival brands will lead consumers to think "let there be a pox on all of your brands. You must have some news to deliver about how your product has changed and improved. "The starting premise is that you have a superior technology or formulation vis-a-vis the market leader/average market," Only then does a side-by-side comparison make sense. In the indirect comparison, the competing brand will be referred to as the leading brand. Thus Parkay margarine compared itself not to other brands of margarine, but to butter, which is the gold standard in spreads. has used comparative ads effectively to take on market leader Xerox in the copier market. In developing a comparative ad, the issue emerges about what should be said about the competitor. It appears that when the direct comparative ad explicitly states that the comparison brand is relatively inferior on a typical attribute, it is more effective in lowering the perceptions of the comparison brand in the direct comparison strategy, the advertised brand may be explicitly compared with the comparison brand by stating that the latter is inferior on an important attribute (e. For example, if a company displays its product along side a competitors and claims it to be 35% faster based on independent laboratory tests, it could be headed for a false advertising suit under federal law. The use of comparative messages has become a very popular type of advertising strategy and there are numerous examples that can be analyzed. Users of the attacked brand may be particularly skeptical about the credibility of comparative claims. If an advertised brand is familiar, this reasoning suggests that consumers have already classified the brand and subsequent attempts to "disconfirm" the previous beliefs will be less believable (vs. Comparison advertising gets tricky when the issues aren't quite as matter of fact. However, it has been observed that comparative advertising featuring an unfamiliar (vs.
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