Comparative Advertising
Comparative advertising
is a marketing strategy in which a brand advertises their product/service by
comparing it to that of their competitor’s. This approach involves comparison
of a brand with its rival brand regarding the product’s benefits, features,
value for money, price and other such attributes.
Comparative advertising
could be direct or indirect, positive or negative. But companies usually go by
negative approach when it comes to launching their product in the market for the
first time. When comparing with other brands, companies usually prepare their
claims to prove the points of better quality, benefits, value for money, etc.
supported by facts and not false statements.
When choosing comparative advertising, brands should be cautious enough
so as to prevent any advertising of false statements. If the advertising
content provides inaccurate information or misleads consumers, the brand would
end up exposing themselves to lawsuits from rival brands and other regulatory
bodies such as the Federal Trade Commission.
A company opting for
comparative advertising can use a fake or non-existing product that represents
their competitor without revealing their trademark or any attribute relating to
them. For example, a soft drink manufacturer creates an ad which shows people
choosing their product due to its taste, over their rival brand’s product
without revealing the brand. The Cola Wars is one of the most popular
comparative advertisement.
Rajagiri Center for
Business Studies Kerala is one of the Top B Schools in Kerala offers various
post-graduation courses, promising a brighter future and career. Located at
Kakkanad, the biggest IT hub of Kerala, this institution, top MBA colleges in Kochi Kerala, has been rated as one of
the Best Business Schools in Kerala by the Business World in terms of the
serene environment, modern learning infrastructures, improved hostel facilities
and top placements.
For more information and admissions , visit : https://rcbs.rajagiri.edu/
Comments
Post a Comment