2. Comparative Advertising and its
History
In Comparative advertising or advertising war ,a
particular product, or service, specifically mentions
a competitor by name for the purpose of showing
why the competitor is inferior to it.
Prior to the 1970s, comparative advertising was
deemed unfeasible due to related risks. For
instance, comparative advertising could invite
potential legal issues, and may even win public
sympathy for their competitors as victims.
3. In 1972, the FTC began to encourage advertisers to make
comparison with named competitors for the following
reasons:
• Creation of more informative advertising.
• Stimulate comparison shopping
• Encourage product improvement and innovation,
• Foster a positive competitive environment.
FTC has provided guidelines which say that the ads must
be “truthful and non-deceptive”
4. Taking Part in Comparative Advertising
Advertisers who engage in
comparative advertising know that
research in support of their
competitive claims must be
impeccable.
The Dunkin’ Donuts ad compares
its coffee to Starbucks and backs
up its claim with a national taste
test.
5. Lipton Vs Tapal
• Lipton did something unusual in Unilever Pakistan circles –
comparative advertising, taking on Tapal on taste
• Tapal Rebutted twice, with its own taste test and an ad titled
‘Tapal Danedar offers Friendly Advice’
7. Mac Vs PC
Apple Inc. effectively utilized its Mac vs PC advertisements as part of
its marketing efforts to increase its market share over the years.
Apple has shown restraint here, and has even made the "PC" character
in its ads somewhat more likable -- if slightly pathetic -- than his more
arrogant "Mac" counterpart
8. Cola Wars
In the 1980s, Pepsi ran a series of
advertisements where people, caught
on hidden camera, in a blind taste
test, chose Pepsi over rival Coca-Cola.
Pepsi's taste-test ads are the stuff of
marketing legend.
9. Sega Vs Nintendo
“Genesis Does What
Nintendon’t”
This became a
catchphrase. Sega’s
Genesis successfully
captured the market by
comparing itself to
Nintendo in the 1980s
11. Jenny Craig Vs WeightWatchers
Diet company Weight
Watchers filed a lawsuit against
one of its top competitors, Jenny
Craig, calling its ads misleading.
The ad was pulled. Weightwatchers
was awarded a temporary
restraining order against Jenny
Craig.
13. Coke Vs Pepsi
A Pepsi commercial actually got banned that illustrated
a young boy who stepped over cans of coke to get a can
of Pepsi from a slot machine.
The commercial, was not appreciated at all by the
brand’s loyal consumers.
14. Effectiveness
The contributing factors to the effectiveness of
comparative advertising include:
• Believability
which refers to the extent a consumer can rely on the
information provided in comparative advertisements,
• The level of involvement
• convenience in evaluation
provided by spoon feeding the consumer with
information that does not require extra effort in recall.
15. Conclusion
• Forcing Change
• Underdog’s Game
• Caution is the Cornerstone of Comparative Ads
• Comparative advertising is generally coupled with
negativity, as evidenced by early industry
condemnation
• Confrontational communication tends to entrench
customer loyalty with their existing brand
• Strong recall
16. References
• ‘Tea wars – Lipton and Tapal battle it out’, Amir Haleem,
Aurora, 2016
• ‘The ad battle between Apple and Microsoft is back’ Eli
Blumenthal , USA TODAY, 2016.
• ‘Caution is the Cornerstone of Comparative Advertising’ by
Echelbarger, Himebaugh, 2013.
• ‘When Brands Compare Themselves’ By Candace Gutt, 2012.
• 9GAG
• Advertising Principles and Practice, Moriarty, Mitchell, Wells,
9th Ed
Notas del editor
The Federal Trade Commission (FTC) is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act. Its principal mission is the promotion of consumer protection and the elimination and prevention of anticompetitive business practices, such as coercive monopoly.
In Pakistan
The Code of Advertising Standards and Practice (1985) issued by the Pakistan Television Corporation Ltd gives a detailed explanation of the rules and principles that regulate advertising in the country. The Code urges advertisers and broadcasters to display common sense when crafting advertisements. They advocate to advertisers to maintain and be mindful of the social, aesthetic and moral values of the nation. Ideals are based on Islamic ideology and therefore the ‘Code cannot but be in line with our religious traditions, national aspirations and hopes’.
RULES AND REGULATIONS GOVERNING CONDUCT OF ADVERTISING AGENCIES Pakistan Broadcasters Association,
“‘Taste’ is such a subjective notion and in my opinion, it does not make sense in a challenger campaign. Tetly were smarter when they did it, because they compared the tea leaves. The visual difference between the dark black Tetly tea was striking compared to the lighter brown of Supreme’s leaves. This was a true objective advantage.” syed amir haleem
The Sega Genesis, known as Mega Drive (Japanese: メガドライブ, Hepburn: Mega Doraibu ?) in most regions outside North America, is a 16-bit home video game console which was developed and sold by Sega Enterprises, Ltd. The Genesis is Sega's third console and the successor to the Master System. 16 bit console
Jenny Craig, Inc., often known simply as Jenny Craig, is a weight loss, weight management, and nutrition company founded in 1983 by Jenny Craig and her husband, Sidney Craig
Weight Watchers International is an American company that offers various products and services to assist weight loss and maintenance.
Forcing Change:
Brand Keys President Robert Passikoff. "The Pepsi taste test forced Coke to not only come out with New Coke but change their formula because they couldn't stand being beaten in the marketplace." But not everything can be a Pepsi Challenge, said author and blogger Seth Godin. "What they did was say that people who drink Coke are stupid, and that's a bold thing to do to build an entire brand on, but they were relentless about it," he said. "They didn't run the taste challenge for week or a month. They just kept running it over and over again."
Underdog’s Game: "Comparative advertising is almost always an underdog's game," said Julie Hennessy, a marketing professor at Northwestern University. The risks are too big for industry leaders. "Even when they win, they pay to build awareness of their competitor,"
