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Bba8 Maria Iqra Tayyab Presentaion 161227134001

Comparative advertising directly mentions competitors to highlight a product's superiority. While once controversial, the FTC began encouraging it in 1972 for creating informed consumers. Advertisers must substantiate competitive claims to avoid legal issues. Examples like Mac vs PC saw restraint, while others like Jenny Craig vs WeightWatchers ended in lawsuits over misleading ads. Overall, comparative ads are effective when claims are believable but risk entrenching loyalty if confrontational. Caution is key to the approach being successful.

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52 views16 pages

Bba8 Maria Iqra Tayyab Presentaion 161227134001

Comparative advertising directly mentions competitors to highlight a product's superiority. While once controversial, the FTC began encouraging it in 1972 for creating informed consumers. Advertisers must substantiate competitive claims to avoid legal issues. Examples like Mac vs PC saw restraint, while others like Jenny Craig vs WeightWatchers ended in lawsuits over misleading ads. Overall, comparative ads are effective when claims are believable but risk entrenching loyalty if confrontational. Caution is key to the approach being successful.

Uploaded by

omniya
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COMPARATIVE ADVERTISING

AND WHEN IT GOES WRONG…

Presentation By
Maria Saif
Iqra Asif
Tayyab Sattar
BBA-8
Foundation University
Comparative Advertising and its
History
In Comparative advertising or advertising war ,a
particular product, or service, specifically mentions
a competitor by name for the purpose of showing
why the competitor is inferior to it.
Prior to the 1970s, comparative advertising was
deemed unfeasible due to related risks. For
instance, comparative advertising could invite
potential legal issues, and may even win public
sympathy for their competitors as victims.
In 1972, the FTC began to encourage advertisers to make
comparison with named competitors for the following
reasons:
• Creation of more informative advertising.
• Stimulate comparison shopping
• Encourage product improvement and innovation,
• Foster a positive competitive environment.

FTC has provided guidelines which say that the ads must
be “truthful and non-deceptive”
Taking Part in Comparative Advertising

Advertisers who engage in


comparative advertising know that
research in support of their
competitive claims must be
impeccable.

The Dunkin’ Donuts ad compares


its coffee to Starbucks and backs
up its claim with a national taste
test.
Lipton Vs Tapal
• Lipton did something unusual in Unilever Pakistan circles –
comparative advertising, taking on Tapal on taste
• Tapal Rebutted twice, with its own taste test and an ad titled
‘Tapal Danedar offers Friendly Advice’
Successful Examples
Mac Vs PC

Apple Inc. effectively utilized its Mac vs PC advertisements as part of


its marketing efforts to increase its market share over the years.
Apple has shown restraint here, and has even made the "PC" character
in its ads somewhat more likable -- if slightly pathetic -- than his more
arrogant "Mac" counterpart
Cola Wars

In the 1980s, Pepsi ran a series of


advertisements where people, caught
on hidden camera, in a blind taste
test, chose Pepsi over rival Coca-Cola.
Pepsi's taste-test ads are the stuff of
marketing legend.
Sega Vs Nintendo
“Genesis Does What
Nintendon’t”
This became a
catchphrase. Sega’s
Genesis successfully
captured the market by
comparing itself to
Nintendo in the 1980s
When it Went Wrong
Jenny Craig Vs WeightWatchers

Diet company Weight


Watchers filed a lawsuit against
one of its top competitors, Jenny
Craig, calling its ads misleading.

The ad was pulled. Weightwatchers


was awarded a temporary
restraining order against Jenny
Craig.
iPad Pro vs Microsoft - Backfire
Coke Vs Pepsi
A Pepsi commercial actually got banned that illustrated
a young boy who stepped over cans of coke to get a can
of Pepsi from a slot machine.
The commercial, was not appreciated at all by the
brand’s loyal consumers.
Effectiveness
The contributing factors to the effectiveness of
comparative advertising include:
• Believability
which refers to the extent a consumer can rely on the
information provided in comparative advertisements,
• The level of involvement
• convenience in evaluation
provided by spoon feeding the consumer with
information that does not require extra effort in recall.
Conclusion
• Forcing Change
• Underdog’s Game
• Caution is the Cornerstone of Comparative Ads
• Comparative advertising is generally coupled with
negativity, as evidenced by early industry
condemnation
• Confrontational communication tends to entrench
customer loyalty with their existing brand
• Strong recall
References
• ‘Tea wars – Lipton and Tapal battle it out’, Amir Haleem,
Aurora, 2016
• ‘The ad battle between Apple and Microsoft is back’ Eli
Blumenthal , USA TODAY, 2016.
• ‘Caution is the Cornerstone of Comparative Advertising’ by
Echelbarger, Himebaugh, 2013.
• ‘When Brands Compare Themselves’ By Candace Gutt, 2012.
• 9GAG
• Advertising Principles and Practice, Moriarty, Mitchell, Wells,
9th Ed

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