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Comparative Advertising Effectiveness

1023 Words5 Pages

Mishal Naseer Reg No: 2161320
MBA 1.5 (Evening)

Effectiveness of comparative Advertising: A review and its practice in Pakistan
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Introduction
Comparative advertising is a hard-bitten, attention-grabbing way of saying, “We’re better than the competition.” (Buchanan and Goldman, 1989). Background
The comparative advertising came into practice in early 18th century in England. At early stage in twentieth century it seem typical to some point , because of brand’s claims regarding the competitor’s product that it contains certain defects or health issues, which in result generated ‘Ad wars’ (William and Page, Jr, 2013). There has been a lot of growth in comparative advertising …show more content…

Particularly in favor of advertising in 1971, Federal Trade Commission declared a policy statement which enabled the advertising to provide consumers important information regarding product or service so that they can choose them. It has been recognized ‘well’ and ‘acceptable’ form of advertising. Due to the responses to advertisement attacks it created a ‘chain effect’’ and made competitors to use comparative advertising. The position of comparative advertising in Europe is that, it is legally allowed as long as it isn’t unfair, provides ‘verified details’ and does not mislead the consumers. (Bonera, …show more content…

There are numerous examples of local and international comparative advertising campaigns. Specifically from the time social media has been introduced, it has made communication quicker and effective for brands with their audience by providing different ways, So besides the reasons that people may think it morally correct or not, these types of comparative campaigns grasp the attentiveness of the consumers by breeding an interest in their brand and it encourages conversation and debate regarding the ad (Holland, 2015). Therefore, due to competitive nature of today’s markets it is necessary to understand the most effective way or technique of gaining customer’s attention. As the name depicts Comparative Advertising, it is generally understood that every ad that shows comparison is comparative ad. It is true, but there are different techniques that are being used to make comparisons which tells us comparative ads contains much more than just general comparison. These techniques and certain hidden meanings in ads are studied by the different scholars, providing their results on comparative advertising effectiveness.
From some time, it has been a debate, that whether comparative advertising is more effective than non-comparative advertising or not? Many researchers have worked

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