Branding Michelle

comparative advertising
1. (consumer behavior definition) An advertisement in which there is specific mention or presentation of competing brand(s) and a comparison is made or implied. (http://en.mimi.hu/marketingweb/comparative_advertising.html)

Here is a GREAT article on comparative advertising.
http://www.findarticles.com/p/articles/mi_qa3694/is_200107/ai_n8956137
“Although not directly examined, exposure to a comparative ad presumably increases the likelihood of consumers holding mental impressions about the similarities between the advertised and comparison brands. This associative effect is thought to prevail regardless of whether the comparative ad discusses similarities or differences between the advertised and comparison brands. As Johnson and Horne (1988, p. 213) note, ‘the general effect of comparative advertising is association. Whether the ad appears to associate or differentiate competitors, the end result is association.’”

The proper time to use comparative advertising is when you already have an established brand. You can assure that putting your brand next to another brand for comparison would not completely over-run your message. You do not want to become hidden in the shadow of your large competition. Sometimes the product you are putting it next too can be too recognizable so that people lose all sight of what you were trying to tell them in the first place.

There is a flip side to this. If you are established enough and you can work the right angle, you can squirm your way into the limelight. You simply have to approach it in the correct way. Usually humor will do. For instance, Alltel wireless has recently released a string of commercials that feature the other major wireless providers represented as their own logos, celebrity endorsers or mascots. These characters are gathered to hear the news that Alltel is dispensing. The announcement is that “You can call any number on any network for free. You choose which people”. This is met with a slight attitude from the mascots that respond “But we don’t do that”. The Alltel guy counters, “You do now”. You can see it here. http://www.youtube.com/watch?v=PuftRh3QUsU