You've probably seen advertisements that make comparisons at some point in your life. Remember the early 2000s commercials pitting Macs against PCs? "The cool, calm, collected guy in a hoodie" represented Mac, whereas "the nerdy, awkward guy in the suit" represented PC.
Table of Contents
Comparative Advertising examples
Comparative Ads: Pros and Cons
1. Comparative Advertising Examples-
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Source: safaltaWhen they returned, they abandoned TV advertising in favor of digital advertising, i.e. competitive advertising. They were well aware of Chick-fil-strategy A's and were able to significantly increase sales on Sundays. They used next-generation AI-powered social analytics to keep track of their progress in real-time.
2. Comparative Ads: Pros and Cons-Here are a few things to think about to help you decide if it's a path worth taking.
- Your brand can be attractive. One method to approach comparative advertising is to take advantage of your competitor's flaws — as long as you explain how you do it better. Samsung, for example, went all-in on its "Next Big Thing" campaign, effectively highlighting the latest phone's advantages over the new (at the time) Apple iPhone — including larger screen size, better service, and no lineups.
- Your brand's visibility can be increased. There's no denying that competitive advertising can get people's attention. Especially if your brand isn't well-known and you're comparing it to a more well-known brand. A classic technique for comparative advertising is to use the market share of a well-known brand to draw attention to your own.
- You can increase the number of people who follow or buy from your brand. Of course, the ultimate purpose of advertising is to improve sales or conversions, and comparisons are just another tool for doing so. Comparative commercials, when correctly produced, can not only reinforce positive associations for existing consumers but also persuade customers from your competitors to consider switching.
- It's possible that your brand will appear to be untrustworthy. Comparative advertising, on the other hand, can backfire. If the commercial is negatively received, it might tarnish your brand's image or make you appear needy for attention. Bud Light, for example, ran a comparative campaign against its competitors, highlighting the use of corn syrup by others. It turned out that it didn't strike a chord with anyone.
- Customers may abandon your brand. Another danger of using comparisons in marketing is that it may drive people away. If your message is too off-putting, your audience may look for alternative alternatives and forsake your business.
- Legal action against your brand is a possibility. It's a worst-case scenario, but going too far with your advertisements could land you in legal trouble. If you wish to compare your brand to competitors, make sure your legal team double-checks everything before going live.
Is comparative advertising good?When genuine and non-deceptive, comparative advertising provides valuable information to consumers and aids them in making logical buying decisions. Comparative advertising fosters product development and innovation, as well as reduced market prices.
What is an example of comparative advertising?
What is the purpose of comparative advertising?
Is comparative advertising unethical?
What are the 4 types of advertising?
- Display Advertising.
- Video Advertising.
- Mobile Advertising.
- Native Advertising.