Popularity of Comparative Advertising - What
it means to the Customer
In this age of information
overload when a new brand is born almost every day, more and more
Companies are looking for ways to catch the customerís attention
by portraying their brand as a shade better than that of their competitorís
product. While some advertisers prefer to talk only about the superiority
of their brand in their advertising campaigns, others believe in
taking a more direct approach. Advertisers position their products
as a shade better by drawing comparisons with the market leader
or the competitor's brand.
The aim is to trigger
off a shift in the customer's mindset, thereby converting them into
loyal customers and increasing sales. Such is the crux of Comparative
Advertising. Over the years, comparative advertising has become
popular with many marketers and is truly gaining prominence across
almost all product genres.
is Comparative Advertising?
advertising, also commonly referred to as Combative
Advertising Advertising includes all those advertising
campaigns that make use of direct, highly blatant and often
humorous advertisements. The goal is to establish a direct
comparison between two competing brands of the same product
range. The guiding force behind such advertising is to project
the fact that the advertiserís brand is far more superior
and offers greater value for money as compared to the other
A comparative advertisement
usually showcases the competition brand in its ad to make a direct
of Comparative Advertising, over the years:
The comparison war between Pepsi & Coke is one of the best examples
of Comparative Advertising. Other brands that have indulged in such
blatant & often questioned advertising strategy include Horlicks
& Complan, Rin & Tide, as well as Airtel & Reliance
Views about Comparative Advertising
share different views when it comes to discussing the usefulness
and underlying ethics concerning Combative Advertising.
While some believe that comparative advertising can help to
showcase just how customers can benefit from switching over
from one brand to another in terms of quality delivered and
value for money offered, others think that there is no reason
why a brand should feature their competitorís brand in their
own advertising campaigns.
conflicting views about whether or not a marketer should indulge
in Comparative Advertising, Companies continue to spend time,
efforts and their creative juices in devising combative advertisements
that not just bring them in the limelight; they also sometimes
land them in a tricky legal battle.
have different laws in place when it comes to comparative advertising.
Customer Relevance: What Does
Comparative Advertising mean to the Consumer?
At the end of the day, all advertising efforts are projected towards
one common cause Ė to reach out to the target consumers. Whether
or not combative advertising helps the brand is an entirely different
It is important to
see how such advertising affects the customerís mindset and their
buying behaviour? Often ads that draw direct comparisons between
brands are not taken seriously and only remain a means for short-lived
entertainment and nothing more. As long as such campaigns act as
a stimulus for brands to improve their quality and offer the end
customer better value for their money, who am I to complain?
Also read my take
Can Advertising Alone Make a Brand Successful?
Contributed By: Akanksha,
Advertising graduate and Freelance Writer [email protected]
Writing Services, India |