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Today's smartest

advertising style istomorrow's corn.

William Bernbach
http://www.brainyquote.com/quotes/authors/w/william_bernbach.htmlhttp://www.brainyquote.com/quotes/authors/w/william_bernbach.htmlhttp://www.brainyquote.com/quotes/authors/w/william_bernbach.html


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Swati.R.YSweta Patil

Swetha.C


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Comparative

Advertisement


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Comparative advertising is defined as advertising that

compares alternative brands on objectively measurable

attributes or price, and identifies the alternative brand by

name, illustration or other distinctive information.

Its Promotional technique in which an advertiser claims the

superiority of its product over competing product(s) by direct

or indirect comparison


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Direct In direct comparative ads the competing

products either are explicitly named or can beprecisely identified (by photos, images or

trade marks).Example- Nike vs.. Adidas, Complain vs..

HorlicksIndirect Indirect comparative ads do not directly refer

to competing brand names.Example- Tide an surf excel, Nirma and HUL


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Influence Consumer Behavior

Focus on the Superiority of the Advertisers

Product over the Competitors

Bring out negative aspects of the Competitorsproduct

Main aim is comparison of the factors of onetraders products with those of another


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Compare like with like.

Substantiate all comparisons.

Exercise care in the use of disclaimers.

Consider where the promotion will be read.

Consider the context used in advertisement.


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Explore your legal options with federal or

state statutes.

File a complaint with theNational AdvertisingDivision.

Contact the Federal Trade Commission(FTC).


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HUL's new Rin campaign claims in an advertisement that Rin

provides more brightness in comparison to Tide Naturals,

which is the new product that Procter & Gamble has launched

a couple of months ago in the mass segment positioning it

against Rin as well as Wheel. Procter & Gamble subsequently challenged Tide's claim in the

Chennai High Court

On March 1, the court asked HUL to modify the advertisement

since they were not really able to substantiate the claim. Awritten judgment is still awaited on this matter.


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In late 2008, the makers of Horlicks, GlaxoSmithKline Consumer

Healthcare (GSK), and the makers of Complain, Heinz India (Heinz), came

out with advertisements that directly compared the brands using the

competitor brand's trademarks. Industry observers felt that in their bid tooutdo each other, the two companies had ended up denigrating the

competitor brand. Usually issues related to disparaging ads by rival

companies were resolved by the Advertising Standards Council of India

(ASCI). But with constant mudslinging at each other, the two companies

decided to solve the issue in courts. In September 2008,

Heinz moved the Bombay High Court objecting to the Horlicks ad , while

in December 2008, GSK approached the Delhi High Court against the

Complain advertisement. The decision is still pending


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