Advantages Of Competitive Advertising In South Africa

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Focus Question:
• “Does the youth of St. Mary’s DSG Pretoria know about competitive advertising and do they believe that it should be allowed in South Africa?”
• I would focus my research on competitive advertising in general.
• Competitive advertising was an interest to me because I believe advertising in South Africa is not regarded by the majority of our citizens as having any real value to society. Therefore through primary and secondary research, I would like to confront the need for competitive advertising in South Africa and the benefits it would bring to the South African economy and consumer. What I find interesting in competitive advertising, is the type of techniques used to promote the product/service and appeal to the possible consumer. It is more interesting and has many benefits for the consumer.
Through mixed research, the following aims will be achieved:
• What is competitive marketing?
• The advantages of competitive marketing.
• The disadvantages of competitive marketing.
• Why does the Competition Commission of South Africa restrict competitive marketing?
• How competitive marketing should be implemented into the South African market.

Complied By
Kwenza Mncwango

Literature Review
Competition is defined as “the rivalry among sellers trying to achieve such goals as increasing profits, market share, and sales volume by varying the elements of the marketing mix: price, product, distribution, and promotion.”[Business Dictionary Online]

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