Comparative Advertisement Analysis

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We live in world where advertising is becoming increasingly popular each year. Advertising is the act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. (http://www.dictionary.com/browse/advertising ). Walker-Smith, President of the Marketing Firm, Yankelovich, claims we’re exposed to as many as 5,000 adds a day, an increase from about 500 a day in the 1970’s (http://www.cbsnews.com/news/cutting-through-advertising-clutter/). Since its popularity is increasing, there has been many types of advertising created, one of which is comparative advertising. This is a persuasive advertising strategy where a company …show more content…

These are direct or indirect comparison of the sponsoring brand in an advertisement or commercial. Direct advertisement includes explicitly naming the competing brand, by comparing it on two or more attributes, benefits, or market positions (http://www.na-businesspress.com/JMDC/WilliamsKC_Web7_4_.pdf). While indirect comparison is more subtle, comparing the sponsoring brand to a “leading brand” or “Brand X” that doesn’t name specific competing brands. However the ad is shown, they are sometimes considered “attack ads,” which can cause legal problems, create hostility, decrease brand credibility, and occasionally create misleading advertisements. Whatever the amount of cons, people will continue to use this type of advertising to reap the benefit of the pros. Some pros include: providing more information about the brand, focuses marketers on the quality of their products, stimulates comparative shopping (good for economy), effective in positioning a product, and generates positive consumer attitudes (http://www.na-businesspress.com/JMDC/WilliamsKC_Web7_4_.pdf).
There are many components of comparative advertising, and it can be regulated in a few different ways. A combination of federal, state and local laws, along with self-regulator codes of conduct (http://www.kelleydrye.com/publications/articles/1411/_res/id=Files/index=0/Villafranco_Comparative%20Advertising%20Law%20in%20the%20US_PLC_2010.pdf). Included in this are The Federal Trade Commission Act (FTC Act), and Section 43(a) of the Lanham

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