I think the advantages of comparing advertisements outweigh the disadvantages. First of all, comparative advertising can attract consumers' attention. For advertising, attracting consumers' attention is the first step to complete the final purchase behavior. With the premise of attracting attention, we can pave the way for the sales of products. However, successfully attracting consumers is also one of the factors to judge the success of advertising. Therefore, compared with other forms of advertising, comparative advertising has outstanding advantages.
Secondly, for weak products, comparative advertising can be linked with strong brands in the same market to achieve the effect of "borrowing chickens and laying eggs". For example, when Yangshengtang promoted "Nongfu Spring" mineral water, it used comparative advertisements, and its TV advertisements of narcissus directly compared the nutritional value of pure water and mineral water. Wahaha, on the other hand, fought back and attacked the vulnerability of mineral water to pollution through goldfish TV comparative advertisements. As a result, the dispute between pure water and mineral water quickly became a hot topic in the media. As a result, "Nongfu Spring" has sprung up suddenly and become a upstart in the water industry. With the extensive participation of the media, the drinking water market has quickly completed market education and its market share has increased rapidly. For advertisers of weak brands, it is necessary to use less publicity funds to achieve the best publicity effect and improve their popularity at the fastest speed, which also shows that the advantages of comparative advertising outweigh the disadvantages.
Third, comparative advertising is conducive to cracking down on competitors and promoting the sales of our products. Comparative advertising promotes the advantages of its products, making consumers pay attention to the advantages of products and ignore their disadvantages, so it is favored. For example, in the calcium supplement war in 2000, tricalcium gluconate emphasized that its calcium supplement ingredients were suitable for children's growth. In comparison with competitors, fully display their own advantages, that is, the superiority of products or services. At the same time, attack the weaknesses of competitors, so that consumers have a clearer comparative impression and have a dual cognitive effect on the advantages of their products.
Fourth, comparative advertising is conducive to product brand positioning. While promoting its own advantages to competitors, it also systematically analyzes the brand positioning of products, and creates its own brand characteristics through market segmentation and advantage promotion. Establishing a distinctive brand image in consumers' minds, which is different from the characteristics of similar products, will enable products to get market segmentation and attract this segment of consumer groups. Therefore, brand positioning has also been fully reflected in comparative advertising.
For advertisers of comparative advertisements, the advantages of comparative advertisements outweigh the disadvantages for consumers.
First of all, comparative advertising makes it easy for consumers to obtain high-quality information about the quality, price, performance and service of the products they want. When choosing products, we can make rational choices according to our own needs.
Secondly, comparative advertising helps to stimulate the compared and improve the quality and service of their products. As the saying goes, "there is no progress without competition", and healthy competition in the market will promote the improvement of products and make continuous progress to meet the needs of consumers.
Of course, comparative advertising also has some disadvantages, which may easily lead to malicious competition and hurt competitors, and consumers may feel bored and contradict and touch legal issues. However, under the balance of advantages and disadvantages, the advantages of legal and moderate comparative advertising are very obvious. Therefore, the application of comparative advertising should be cautious.
In short, comparative advertising is a "double-edged sword", and how to use it freely is the key to maximize the interests of enterprises themselves and consumers. Under the premise of law, using comparative advertising well can make it a sharp weapon to carry out market competition. Comparing the benefits brought by advertising and its advantages over other forms of advertising far outweigh its disadvantages. This is what I call comparative advertising. The advantages outweigh the disadvantages. Speaking of advertising, it is something we see and hear every day in our lives. It's pervasive. You can see all kinds of advertisements in newspapers, TV and websites. Advertising has both advantages and disadvantages. Let's talk about his benefits first.
The first advantage is that advertisements can give us a lot of information. Today's society is an information society. Without information, people will fall behind, without information. Moreover, the quality of some brand-name goods is really better, and I didn't know the brand of China until I saw the advertisement. For example, there are also job advertisements in the newspaper. Many people look at this advertisement before they apply for jobs and find jobs.
Its second advantage is that sometimes watching advertisements is also a kind of enjoyment, and every picture played by advertisements in a short time is carefully produced. The protagonists are all big stars. You can also see the elegance of these stars by watching these advertisements.
Of course, advertising also has many shortcomings. For example, first of all, many advertisements are useless to us, or we don't need them at all. For example, our e-mail box can receive dozens of advertising letters every day. We should delete them in time, or our mailbox will explode. Secondly, advertisements are sometimes untrue, and some advertisements are exaggerated. Seeing such advertisements is misleading to people. For example, the advertisement of a diet pill says how effective this diet pill is, but in fact it only helps digestion or excretion, and it has no curative effect, and even has some side effects. In order to realize their own economic interests, manufacturers seize the psychology of consumers and carry out exaggerated propaganda, which harms the interests of consumers.