Comparative Advertising

In the world of up man’ship, every company is trying to put forward their point to possible consumers and wanting to prove their next competition wrong. This urge and want is so strong that such companies/ marketers do not hesitate in producing comparative advertisements to prove their point.I came across one such print advertisement in today’s Times of India, Mumbai edition. This half page advertisement is being relased by Raj Travels.

Raj Travels has shown a table of comparison where in they have compared their Foreign Packaged Tours v/c competition which is Cox&Kings, Thomos Cook, SOTC and Other on more than 50 points.

The best part of this advertisement is that they have not ticked or crossed in front of competition but have left it on the readers to perceiveor decide on which count they find Raj better ? Or they feel that consumer’s will take the pain’s  of gathering enough information/ investigate enough to compete the table provided by them.

Or is Raj Travels trying to promote their competition at their expenditure? I think today all 3 – Cox&Kings, Thomos Cook and SOCT must be feeling very happy to get the free publicity for which their competition is paying money for. And at least they know how their competition is packaging their product offerings.

This leaves all marketers with a question – when and what type of comparative advertising one need to opt for, when they want to promote their product. Is it right to give too much importance to competition or keeping an arm length distant comparison is good enough?

I am a great believer of using arm length distant comparison in advertising. This type of advertising allows me to detail/ tell my product USPs viz-a-viz competition without giving/ wasting much space or time for them, for which I am spending money and also giving them enough importance and letting entire market place know that I feel threatened with the presence of my competitors.

Also I feel direct comparison advertising leaves my loyal/ satisfied consumer’s in doubt or consumer’s who are yet to buy my product feel that there is something fishy happening in my kind of product offering as two or more market leaders decided to bring their fight on the street. This might allow a weaker player enough space to occupy consumer’s mind.


Sanjeev Singhai: 12/01/2011.


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