Comparative advertising has multiple dimensions. These dimensions relate to the type and objective of comparison, claims of superiority over or parity with the competitor, the kind of products that use comparative advertising, whether the comparisons are made with single/multiple competitor(s), the valence of comparison, and whether dominant or weak market share brands use comparative advertising more often.
a) Type of Comparison (Direct/Indirect):
In direct comparative advertisements, commercials will specify a competing brand or product by name and allege that brand or product being promoted is in some way superior. This most frequently occurs when two primary competitors dominate an industry. For example, commercials directly alleging that
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When a brand wants to be associated with a leading brand, it will use exemplary based positioning to accomplish brand consideration by direct comparisons with the market leader or other major brands
c) Comparison Frame (Maximal/Minimal):
In the present competitive world, it seems that advertisers are openly comparing themselves to their competitors and claiming superiority over them and no more claiming parity. There are two types of comparative advertising frames: a maximal claim, where the advertised brand claims superiority over the competitor brand, and a minimal claim, wherein the advertised brand claims parity/similarity with the competitor.
d) Product Consumption Benefits (Hedonic/Utilitarian):
Any brand can be positioned as either functional or experiential, and some brands offer a mixture of functional and experiential benefits. Consumers purchase goods and services and perform consumption behaviors for two basic reasons: consummator affective (hedonic) gratification and/or instrumental, utilitarian
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e) Comparison Strategy (Compared to a Single Competitor/Multiple Competitors)
Brands using comparative advertisements would refer to one of the following competitors in the advertisement: the market leader, the No. 2 player in the segment, or the immediate competitor. But given today’s competitive environment with multiple strong brands, brand managers may no longer restrict their strategy to comparing themselves to a high-share brand or the market leader.
f) Valence (positive or Negative):
A positive comparative advertisement emphasizes the superiority of the advertised brand over the comparison brand by claiming that the advertising brand is better, but at the same time it acknowledges that the comparison brand as a favorable one. In contrast, a negative comparative advertisement denigrates the comparison brand and bases its claim for the advertised brand’s superiority on the latter’s positive attributes and the competitor’s negative attributes.
Research
The paper will display the philosophy or reason behind their advertising, as well as the structure of their industry. The audience and the jobs and training that take place will also be examined to better understand the Canadian advertising industry. The external environmental factors such as technology, language, and the economy will also affect the advertising industry. This issue should be addressed to understand the importance of international competition and how it can affect or even control an industry.
I have chosen two advertisements that look different, but are selling the same products. The brands have different perspectives and different audiences. One is a Durango boot advertisement and the other is an advertisement for Ariat’s line. The Durango ad is a picture of two people, a man and a woman, on red rocks like the ones in Arizona and New Mexico. The male figure is in a bent knee, crouched position, wearing sunglasses, a cowboy hat, a brown leather vest, a white tank top and blue jeans with brown boots. The female figure is laying in front of the male figure,
Comparing Advertisements For this comparison, I have chosen to compare two car adverts. The first The advert I chose was from the car magazine "Autocar" and this is an. advert for a Chrysler PT Cruiser. The second advert I chose was from the "Sunday Times" and this is for a Fiat Ulysse.
Advertisements are everywhere in today’s society in the news, radio, on television, pretty much everywhere you go. They are everywhere to try to pull the consumer in to get you to feel, look, or act a certain way. They help consumer narrow their search in what products to buy. The two magazine articles that are being compared are both fragrance ads, Polo and Estee Lauder. I found them both in a cosmopolitan magazine which is a type of upper class magazine for women. Its current content includes articles on relationships and sex, health, careers, self-improvement, celebrities, as well as fashion and beauty. They seem like very interesting articles because they both are trying to portray to a certain type of audience. Although these two ads both have young individuals trying to sell you a certain fragrance, they have a different strategy for appealing to different buyers.
For example, advertisement number one is for a truck, where as advertisement number two is for a car. Another difference is that advertisement number two has information on the car and the other advertisement, advertisement number one, has a slogan that says “Nothing else comes close”. Another difference is that advertisement number one has more blue and black colors, giving it a cool and calmer appearance while the other has more red and orange type colors giving it more of a hot, deserty, fast
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Comparing any two like things is very common in natural conversation and especially advertisements. Similes and metaphors run rampant in multiple mediums like television, social media, and print ads. These comparisons need to have some relevant bond or similarity in their characteristics order for them to make sense. Otherwise they fail to convince us and in turn, the message is lost. When the comparison is too different or unalike, we have conclude that it is a false analogy. A false analogy is another fallacy in relation to its reasoning. False analogies are when someone or something compares two things that are not alike in significant respects, or having critical points of difference (Allman, 2016). This sample clip provided is of a Mercedes-Benz
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
This essay is going to examine how advertising strategies used in different market structures affects profits of the firms. This essay is being written based on Advertising, an article by Geoff Stewart, in which he examines “how do firms determine their advertising strategy”. In this article he uses Monopolies as an example of a non-competitive market and Oligopolies as an example of competitive markets, so in this essay Monopolies and Oligopolies will also be used as examples. However other competitive markets include perfect competition and monopolistic competition.
A Comparison of Two Advertisements Introduction Advertising and media are part of everybody’s everyday life, with or without them realizing. Each day we see adverts on the television showing us new lifestyles that look glamorous, we hear adverts on the radio, we see slogans emblazoned on people’s clothes, on the side of buses, on billboards, everywhere!! Big companies know that they need to make their product appeal to as many ‘niche markets’ as possible and they do this by ‘audience segmentation’. This is when companies make an advert so that it would appeal to one type of person, and then another advert for the same product but for a different type of person. Although it is hard to know exactly when there target audience will be watching, companies will spend lots of money researching.
The source of the brand features is in a connection between customers and companies that sell services or products. Consumers who choose a specific company fundamentally acknowledge to prefer that brand more than other brands rooted from the recognition of the brand’s worth.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
This article studies the relationship between advertising and sales promotions and their impact on brand equity. A main priority for most companies is to establish and achieve a strong and powerful brand name. A company can build a strong brand name by creating the market for their customers want. By creating a strong brand name, a company will become more established. Brand equity is important to the producer, retailer and consumer. The consumer knowledge of the brand says how the producer will produce and market the product. The consumer knowledge of the brand name also determines the quantity the retailer will sale. Brand equity can have a positive or negative effect. A positive effect would be for everyone to recognize the name and purchase the product. The negative effect would be to have the product recalled. Brand equity is important because it can offer many advantages for a company. Brand equity can create a high demand for your product, reduce marketing cost and the company’s brand name will have high credibility.
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.