What Is Comparative Advertising?

Comparative advertising, English is comparative advertising ^[1] , sometimes translated as comparative advertising, competitive advertising. The basic meaning of comparative advertising is that an advertiser compares his company, products, or services with competitors' companies, products, or services in a comprehensive or one way. One of the most prominent features of comparative advertising is that advertisers compare or compare their products or services with those of similar competitors in their advertisements, in order to highlight that their products or services are superior to or different from competitors' products or services. Characteristics, qualities, or qualities.

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Comparative advertising ^[1]

First, we must grasp the strengths of advertising products and the weaknesses of rival products. If we do not grasp the accuracy, it will be harmful to the promotion of our products. To achieve this, it is necessary to conduct in-depth investigation and research on the products of both parties, repeated inspections, and strict verification to accurately display their strengths and competitors' weaknesses in front of consumers. Exaggeration and derogation are not good . The reason why some comparative advertisements are unsuccessful is because they do not accurately capture the shortcomings of the other party and their own strengths, but they are subjective in their production and creativity.

Second, we must focus on the hot issues that consumers currently care about. Not only must we be good at the strengths of advertising products, but this strength must also be the issue that consumers are most interested in at the same time, otherwise it will fail. As mentioned in the case, whether the amount of beef filling in the hamburger was sufficient was a big issue for Americans at that time, so Wandi seized the big fuss, which suddenly attracted widespread attention from consumers and caused strong Resonance, the promotion effect is very significant.

Thirdly, comparing advertisements is fun, and we must not refuse to stagnate. Otherwise, consumers will become bored and rejection, and become useless advertisements drowned in the ocean. Just look at the MG car advertisement to understand this. When the MG car was loaded into the cabin and lifted into the blue sky, two other brands of cars were speeding on the highway. A handsome young man tied the MG car to a parachute and a car, opened the cabin and pushed it down from high altitude, and put it on himself. The parachute and the car landed at the same time. Then took off the car and his own parachute, quickly got into the car, and the speed on the highway quickly surpassed the other two brands of cars. At this moment, a powerful narration sounded: "MG is still far ahead."

By comparison, not only did consumers really see the fast function of MG cars, but they also felt very interesting: the car floated down from the blue sky with a parachute. This extremely spectacular and thrilling scene made the audience heartbeat, ca nt Self: First, fear and tension, then excitement, expectation, and ecstasy. Finally, in the endless fun, I learned the purpose and charm of comparative advertising.

Changing consumer brand preferences

Comparative advertising attracts consumers' attention through comparison of brand-related content, making consumers feel that their own brand is more suitable for them than comparing brands. In real society, audiences have preconceived opinions, and it is easy to have resistance to information that is inconsistent with their opinions, attitudes, or opinions. In this situation, we can choose to use comparative advertising to induce the audience to rethink and change their original attitude.

For example, relevant advertising for Coca-Cola and Pepsi. The comparison theme is nothing more than that Coca-Cola is "old and outdated", while Pepsi is "a symbol of youth, liveliness, and the times." There are endless comparisons. Among them, the 1996 Supermarket article ": Coca-Cola's young deliveryman delivered to a supermarket. After placing the goods and seeing no one, he slipped quietly to the Pepsi rack and stole it carefully. Can of Pepsi, just wanted to open the lid to taste, and the rest of Pepsi suddenly fell down, making him embarrassed and regretful. This advertisement is funny and humorous, self-evident.

In short, the idea of "new generation's choice" has turned Pepsi into a disadvantage over Coca-Cola's short history, which has stimulated extremely strong influence and sales force and changed consumer attitudes.

Low interest, high quality products

In the real world, there are always some products that are very good in their own right, but due to various reasons, consumers are reluctant to spend time, mind and energy to pay attention to these products, which results in a backlog of products and corporate funds cannot be turned over. Advertiser Collie wrote a book entitled

1. When comparing products of the same quality and price, you must not disparage the other party or denigrate and unfairly attack competitors.

2. The main purpose of comparative advertising is to improve the quality of the advertising objects and improve the services provided, which has attracted attention.

3 The comparison is market leaders or industry standard makers.

4 The aspects of comparison must be comparable and reflect the reality truthfully and fairly.

5. Avoid being considered to compare brands for the purpose of promoting your brand.

6. Under no circumstances should the audience feel that the brand being compared has been deceived.

7. The points to be compared must be what consumers want to know and be of practical value to them.

8. The points to be compared must satisfy consumers and convince competitors.

1. According to whether the name of the competitor is clearly mentioned in the advertisement, the comparative advertisement can be divided into

1. Conducive to attracting consumers' attention and improving advertisement recall rate.

Compared with general advertising, critical comparative advertising allows consumers to fully feel the characteristics of the advertiser's products or services in the same industry, and these characteristics are usually formed on the basis of research, and the comparative content is that consumers are more Concerned, many studies have shown that comparative advertising can indeed attract audiences' attention to advertising.

2. Conducive to the weak or latecomers of the market to quickly increase their visibility and gain a position similar to the market leader.

3. Conducive to cracking down on competitors and promoting sales of the company's products.

4. Conducive to brand positioning.

Related research shows that when the audience knows more about the advertising brand, directly comparing the ads will deepen the audience's understanding of the advertising brand; when the audience knows less about the comparative ad, the audience will form a comparison The concept of differentiation.

1. Comparing advertisements may weaken the effectiveness of advertising and even produce certain adverse effects, causing self-harm.

In particular, comparative advertising is equivalent to free promotion for competitor brands. The intangible improves the competitor's visibility and makes the compared brand more challenging.

2. Comparing advertisements may reduce the credibility of the advertisements and damage the brand image.

For advertisers, comparative advertisements tend to be shorter in length than others, rather than a comprehensive introduction to the product. Therefore, it will give an incomplete and objective impression to the advertising audience, which will benefit competitors. The form of comparing advertisements will arouse the audience's distrust of the advertisement because the basis of the comparison of the advertisements is not credible, which will inevitably damage the original image of the brand.

3. Comparing advertisements may intensify market competition and easily lead to legal proceedings.

Comparative advertising is not without its disadvantages. Since its inception, it has been troublesome. If it is not used properly, it will not only increase its popularity, but also make wedding dresses for others. Therefore, when we are making comparative advertisements, we must always pay attention to whether it is conducive to consumers to choose goods correctly, whether it is conducive to fair competition, and whether it is conducive to products or services to be more easily identified. Otherwise, the comparison advertisement is really "dance on the cliff".

Comparative advertising does have a lot of functions and advantages that other advertising forms do not have, but it is also a dangerous area. If you are not careful, there is danger to the public court. And in our country, some special provisions are not allowed for comparative advertising. Therefore, it is required that our advertising creators must be realistic, have solid evidence, and avoid all false words, in order to really persuade consumers to take purchasing actions, so that their competitors cannot catch any flaws and have to improve their products.

Comparative advertising is not easy to do, but it is "not just attractive" when done well.