Know What Brands Battle for - Comparative Advertising

Well, thanks to the Kotler, the “Geeta” for marketing enthusiasts, we all know what advertising is. It is an audio-visual form of marketing communication employing an openly sponsored, non-personal message to promote or sell a product, service or idea.

As far back as Ancient Egypt, advertising has served a critical purpose in the business world by enabling sellers to compete with one another for the attention of buyers. No matter what the product or service is, marketer cannot rely on a one-time announcement or word-of-mouth chatter to keep a steady stream of customers. A strong commitment to advertising is as much an external call to action as it is an internal reinforcement to your sales team.

An effective advertising campaign mainly serves five purposes: Promotion, Awareness, Comparisons, Retention and Morale.



As far this article is considered, we will only focus on the third pillar of advertising – Comparisons.

COMPARATIVE ADVERTISING

Comparative advertising or advertising war is an advertisement in which a particular product or service, specifically mentions a competitor by name to show how the brand is superior of its competitors. Also referred to as "knocking copy" – a form of advertising where “the advertised brand is explicitly compared with one or more competing brands and the comparison is obvious to the audience.”

It might be misleading, but this should not be confused with parody advertisements, where a fictional product is being advertised for the sole purpose of humor.

However, comparative advertising initially was a very common technique used in political advertisements; now-a-days, this type of advertising is gaining popularity with companies releasing new products, as the focus of the ad will be how the new product is better than the already existing products.

DIRECT COMPARATIVE ADVERTISING

In direct comparative advertising, the competing products are either explicitly named or can be precisely identified by the name, logo or the trademarks.

EXAMPLE

PEPSI vs. COKE

AMERICAN EXPRESS vs. MASTERCARD


INDIRECT COMPARATIVE ADVERTISING

Indirect comparative advertising do not directly refer to the competing brand names by any means.

EXAMPLE

  1. Nirma vs. HUL
  2. Sprite vs. Pepsi
  3. Tide vs. Surf Excel

Comments

  1. Micheal Alexander9 October 2021 at 09:51

    Thanks for sharing wonderful info, Found your post interesting, can not wait to see more from you. Good luck for upcoming post!!! You can also read more from Influencer Agentur Schweiz

    ReplyDelete

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