What is a competitive advertisement?

Competitive advertising, also called comparative advertising, is a marketing technique that directly compares the features and benefits of the product with similar products that other companies sell. It is a style of advertising that aggressively responds to competitors' events on the market. This approach relies on the theory that consumers can be seduced from another product by convincing that some independent assessment has shown the superiority of one product before another.

Most companies have a limited budget for advertising. The approach that the company approaches the marketing of its products can focus on what the customer needs or what the product offers. The needs based on needs could focus advertising on the low price of the product and take advantage of the customer's need to save money. Advertising focused on products occupies that the product is so better, customers buy it regardless of other specific needs.

Companies that employ competing advertiseto marketing. They make a strategic decision that the most important fact of their product is how it compares favorably with the competitor's product. This is a position that is most commonly relevant to a product that has a smaller market share. He rarely benefits the leader of the Challenger's recognition, because the recognition of the threat gives Challenger a certain level of legitimacy.

There are several unforgettable examples of competitive advertising on the consumer market. Companies that end up in the advertising campaign back and back are considered to be a “war” against the second product. For example, two of the most famous competing advertising campaigns in the US were 70 hamburger wars. Years and Cola Wars in the 80's. In any case, the products were compared through tricks such as "blind taste tests" and "Independent surveys" that tried to prove that one product tasted better than the other.

Danger KonkThe urgent advertising is that it can easily get out of control. In the same way as excessive aggressive competitive prices can avoid reducing business costs, competitive advertising can easily focus on the battle and less focus on consumer needs. In the end, the participating societies speak together rather than talk to the consumer.

Another factor that is important to take into account in the allocation of the marketing budget competing advertising is that the comparative factors can only form a part of the consumer's decision -making process. Consumers decide on the basis of a wide range of factors. Sometimes the best product is not what the consumer wants, because he may want the cheapest product or product he has been using since childhood. Other times, the consumer could prefer a product in a package that best suits the Tědic lower shelf. Competitive advertising can be challenging and can reduce the company's marketing approach to its own harm.