Comparative Advertising: A Deadly Weapon in Marketing War: Dr. B.B.Singla Mr. Pawan Kumar

PCMA Journal of Business, Vol.1, No.
1 (December, 2008) 80-101
Comparative Advertising:
A deadly weapon in marketing War
Dr. B.B.Singla* Mr. Pawan Kumar**
*Faculty, Punjab School of Management Studies, Punjabi University, Patiala.
**Faculty, College of Management & Technology, Patiala.
Abstract
This study aims at understanding the comparative advertising as a deadly weapon in
marketing war and customer perception towards comparative advertising. The present study is an
attempt to ponder over the factors related to the comparative advertising as a deadly weapon
because the advertising plays a key role in deciding the brand equity in the marketing industry.
Different techniques are used to analyze the information gathered by using primary data. As
advertising industry is growing at a rapid pace so in these circumstances it has become imperative
for the business houses to understand the customer perception regarding comparative study so that
they develop appropriate strategies in the emerging competitive market.
Keywords: Advertising, Marketing, Brand Equity, Comparative Advertising
INTRODUCTION
Advertising is a paid form of nonpersonal presentation of ideas, goods and services by an
identified sponsor. The main aim of advertising is to create demand in the minds of customer. It is
capable of persuading people who had not previously bought the product. Advertising is assumed to
have such a powerful influence on consumers that new customers are persuaded to buy the product. If
we glance at the present scenario of advertising industry it reveals that industry is growing by leaps
and bounds. Advertising business grew in India by 25.2% in 1991-92. In 1992-93 & 1993-94, it grew
by 36.5% and 37.4% respectively. The advertising business grew by whopping 49.5% in 1994-95.
During 1995-96 the growth rate shown was 30.4%. Though, in 1996-97 the Rs.4727 crore industries
suffered a setback, with a reduced growth rate of around 15%. However, the growth rate has been
varying since then and by now the advertising industry in India has gained a size of Rs. 8500 crore
approximately (Business Times News, 2002). This data explains the giant size of advertising
expenditure and the related importance of management decisions in business practice. Organizations
are in order to woo and retain their customers and are making umpteen efforts to enhance their
visibility, usage and brand equity as compared to their competitors. In this race advertising play a
vital role in fulfilling all these objectives and to prove the survival of fittest theory.
Comparative advertising: “An advertisement in which there is specific mention or presentation of
competing brand(s) and a comparison is made or implied” or, “An approach to the advertising
message that persuades the audience by comparing the performance of two or more brands of a
80
PCMA Journal of Business, Vol.1, No.1 (December, 2008) 80-101
product or service. The reference brand may be the previous formula used by the advertiser, an
unnamed competitor of the advertiser, or a specific and named competitor of the advertiser.” Is
comparative advertising a deadly weapon in marketing war? The answer is yes. It can provide useful
information to consumers, and guide in making their choice. Is this good for advertisers? Again, the
answer is yes, provided the comparisons are valid and of relevance to the consumers. A significant
amount of money is wasted by advertisers as they try to compare columns of data which either display
only minute differences or talk about attributes that may not be relevant to the consumer at all! It is
critical that comparisons are both meaningful and in the context of a strong brand. I strongly believe
that comparisons, on their own, cannot provide any long-term sustainable advantage to brands -
brands need to build strong brand positioning and that can be done only through understanding and
responding to your consumers needs - not by reacting to your competitor! Though comparative
advertising may be a short-term tool that can be used. Business markets today are as aggressive as
they can be. Everything is about one brand's superior or claim against that of another. They are driven
partly by the expanding horizons of commercial markets and economies and partly by technological
challenges pushing them to exploit the internet, television and radio environment. Businesses
struggle more than ever, not only to gain the attention of potential customers but also to keep them as
patrons. What comes naturally in aggressive markets is an increase in commercial communications
with consumers - advertising. Advertising has become a battlefield for creating unique, cutting-edge,
and enticing ways to communicate information to customers to facilitate and positively influence their
buying decisions. Important tools include slogans, trade marks, signs and symbols. When advertising
is taken to a competitive level, companies tend to promote their products and services by comparing
them with those of their competitors to gain consumers' attention and enhance their sales.
Comparative advertising takes place either directly, by using the competitor's trade marked products,
or indirectly, by making a reference to the competitor's products by insinuation or implication. The
US Federal Trade Commission defines comparative advertising as "Advertising that compares
alternative brands on objectively measurable attributes or prices, and identifies the alternative brands
by name, illustration or other distinctive information" (statement of policy regarding comparative
advertising, FTC, Washington DC, and August 13 1979). The EU directive 97/55/EC on misleading
and comparative advertising says that "comparative advertising means any advertising which
explicitly or by implication identifies a competitor or goods or services offered by the competitor".
These definitions show how consumer behaviors and market competition have influenced the law and
understanding of comparative advertising on a global level. Comparative advertising, as the name
suggests, is advertising where a party (the advertiser) advertises his goods or services by comparing
them with the goods or services of another party. Such other party is usually his competitor and is
often the market leader in the particular trade. The comparison is made with a view towards
increasing the sales of the advertiser. This is typically done by either suggesting that the advertiser's
product is of the same or a superior quality to that of the compared product.
Is it really all that bad? - The problem
But all this does not mean that comparative advertising is not without its advantages. What
is the case for comparative advertising?
One of the most effective methods for advertising a product is to compare it with competitive
offerings. Side-by-side or "A-B" comparisons can provide prospective customers with compelling
reasons to buy from the company. They can also help build credibility for its product. Subconsciously,
the prospective customer says: "Who would risk making a direct comparison if they didn't have
something truly superior?" Johnson and Johnson found this out the hard way when Proctor and
Gamble introduced Whisper with a direct comparison of the various features that were new in their
product as opposed to Carefree without once naming Carefree directly. Comparative advertising is
81
especially effective when the company concentrates on unassailable and meaningful points of
difference.
Some basic points regarding Comparative Advertising.
1. Comparative advertising is a form of advertising in which two or more named
or recognizable brands of the same product class are compared and the
comparison is made in terms of one or more product attributes.
2. The comparisons can be implicit (brands implied but not named), or explicit
(brands
3. named); the comparisons can be verbal or visual; and the claims can be of
complete
4. superiority, of superiority on some attributes but not on others, or of parity; and
the
5. advertised brand can have a market share smaller than, roughly equal to, or
greater than the comparison brand.
6. Regulations and norms about comparative advertising vary around the world,
however,
7. and such ads are still not allowed in several countries.
Comparative Advertising in General

Before analyzing the definition of comparative advertising useful to show the comparative
advertising in general. Comparative advertising, as a special form of advertising, is a sales promotion
device that compares the products or services of one undertaking with those of another, or with those
of other competitors. All comparative advertising is designed to highlight the advantages of the goods
or services offered by the advertiser as compared to those of a competitor. In order to achieve this
objective, the message of the advertisement must necessarily underline the differences between the
goods or services compared by describing their main characteristics. The comparison made by the
advertiser will necessarily flow from such a description.
Function of comparative advertising
Comparative advertising should enable advertisers to objectively demonstrate the merits of
their products. Comparative advertising improves the quality of information available to consumers
enabling them to make well-founded and more informed decisions relating to the choice between
competing products/services by demonstrating the merits of various comparable products. Based on
this information, consumers may make informed and therefore efficient choices. (These statements
are true only if the comparative advertising is objective.)
Comparative advertising which aims to objectively and truthfully inform the consumer
promotes the transparency of the market. Market transparency is also deemed to benefit the public
interest as the functioning of competition is improved resulting in keeping down prices and
improving products. Comparative advertising can stimulate competition between suppliers of goods
and services to the consumer's advantage.
Risks of comparative advertising
Comparisons between goods and services of different undertakings carry with them some
significant risks. There is a danger that once undertakings address the merits and inadequacies of
competing goods or services, they may be tempted to denigrate them or derive unfair advantages from
such inaccurate comparisons. Just like traditional forms of advertising, comparative advertising seeks
to both assist the development of the undertaking concerned and to inform consumers. Although both
forms of advertising seek to attract customers, in case of comparative advertising, commercial
relationships may be exposed to the constant threat of unfair practices.
82
In this enamolous scenario it becomes imperative to study for the mpanies to study about the
comparative advertising, a deadly weapon in marketing war.
Literature Review
James D. King University of Wyoming and Jason B. McConnell University of Wyoming
University of Wyoming University of Wyoming conducted the study on “The Effect of Negative
Campaign Advertising on Vote Choice: The Mediating Influence of Gender.” It was found that there
is a parabolic effect of repeated exposure to negative advertisements that is gender specific. Among
women, the sponsor initially benefits from an enhanced image but suffers a decline in image when the
voters become overexposed to negative advertisements.
Jung Ok Jeon and Sharon E. Beatt and Pukyong National University, Pusan, South Korea
studied on “Comparative advertising effectiveness in different national cultures”.
This study compares the cross-cultural differences in persuasion effectiveness of three ad types i.e.
direct comparative, indirect comparative, and non comparative ads — between subjects in the United
States and Korea using relative measures. The results show that there were main and interactive
effects of country and/or ad type between these two countries, especially on attitudes toward brand
and purchase intentions. In the United States, where direct comparative ads are widely used, indirect
comparative ads were found to be the most effective, while in Korea, where direct comparative ads are
rarely used, direct comparative ads were the most effective.
“Mary Ann Stutt”Southwest St. Texas University, Texas, USA studied on “Comparative
advertisement users of competing brands”. The primary objectives of a comparative advertisement
should be to convince users of competing brands to switch to the sponsored brand or at least to get
them to consider the sponsored brand as an acceptable alternative when they repurchase that type of
product. The purpose of this research was to determine whether or not levels of counterargument
differ (1) between readers of comparative and non comparative advertisements, (2) among readers
exposed to different types of comparative advertisements, and (3) among owners and non owners of
the competing brand. Findings indicate that comparative ads may have the potential to elicit more
counter-arguments than non comparative ads, and that owners of the competing brand engaged in
higher levels of counterargument that non owners.
“Charles W. Lamb, William M. Pride and Barbara A. Pletcher”Texas A&M University,
Texas, USA studied on “Comparative advertising have focused on the relative effectiveness of
comparative ads versus non comparative or Brand X ads”. This recent studies on comparative
advertising have focused on the relative effectiveness of comparative ads versus non comparative or
Brand X ads. This laboratory experiment used 408 student subjects to assess the believability and
interestingness of various comparative advertising formats when the competing brand is illustrated
versus when it is not illustrated. The findings revealed no significant differences in subjects' ratings of
the believability or interestingness of the advertisements illustrating the competing brand compared to
similar advertisements that did not illustrate the competing brand.
Z.S. Demirdjian conducted a study on “Sales effectiveness of comparative advertising: An
experimental field investigation.” This study have measured comparative advertising effectiveness
through such hypothetical constructs as beliefs, attitudes and intentions this experiment extends
research by examining the impact of comparative advertising on purchase behavior. The result
overweighs its non comparative counterpart in sales effectiveness.
V. Kanti Prasad mentioned in the “Communications-effectiveness of comparative
advertising: A Laboratory Analysis. As per the study, this analysis was performed to assess the
Communications-effectiveness of comparative advertising in relation to its brand X counterpart
results indicate that though a comparative advertising format can enhance message recall to some
83
extent; it also can result in some loss of effectiveness from consumer perceptions of low credibility of
its claims.
Pechmann, Cornelia & Ratneshwar, S studied on “The Use of Comparative Advertising for
Brand Positioning: Association versus Differentiation”. As I studied this related literature review, the
explicit superiority claims in direct comparative ads should facilitate differentiation of the advertised
brand from the comparison brand. However prior research suggests that such ads primarily associate
brands. This problem is investigated by considering the categorization and inferential processes
elicited by direct comparative ads. Results suggest that direct comparative ads can enhance a
consumer perception of the advertised brand by associating it with the comparison brand and
simultaneously differentiate the brands by lowering consumers' perceptions of the comparison brand
on the featured attribute. But both effects are contingent on the typicality of the featured attribute and
the familiarity of the advertised brand. A key finding is that direct comparative ads are most effective
for both unfamiliar and familiar advertised brands when the featured attribute is typical of the
category.
MANUEL MORASCH in University of Toronto - Faculty of Law studied on “Comparative
Advertising - A Comparative Study of Trade-mark Laws and Competition Laws in Canada and the
European Union” and reveals that when advertisers seek to promote their product at the expense of
another in terms of quality, performance, sales, price or other attributes, they face not only a public
cautious of their claims, but also a broad spectrum of legal rules. These include trade-mark law and
competition law statutes, common law torts and self-regulatory mechanisms. This thesis illustrates
the variety of legislation and jurisdiction surrounding comparative advertising in both Canada and the
European Union, and, within the latter, Germany and the United Kingdom.
Peter Miskolczi-Bodnár Professor of Law, Director of Institute of Civil Law,
Hungary mentioned on “Economic function of the comparative advertising” that the economic
function of the comparative advertising, its risks, interests to be protected and the main features of its
regulation. The second part is about the definition of comparative advertising. A new draft directive is
analyzed in the possible solution to create two kinds of comparative advertising. First is “Comparative
advertising in general”, Second is “Function of comparative advertising” and the third is “interests”.
THE SIGNIFICANCE OF STUDY

As we are aware advertising agency is expanding at a high rate & for advertising to be more
effective, the advertising experts and the advertisers are seeking and developing advertising
techniques and strategies to communicate their messages most effectively. It’s from these efforts
having merged the emotional ads, rational ads comparative ads etc.
During the last twenty years, advertisers have increasingly used the comparative advertising
format to more directly attack he competitive brands in the market place. The premise of course is
based on the important assumption that the comparative “information” provided by advertisers using
this format is both interesting and informative to audiences.
An approach to the advertising message that persuades the audience by comparing the
performance of two or more brands of a product or service. The reference brand may be the previous
formula used by the advertiser, an unnamed competitor of the advertiser, or a specific and named
competitor of the advertiser.
Comparative advertising is a form of advertising in which two or more named or
recognizable brands of the same product class are compared and the comparison is made in terms of
one or more product attributes. Comparative advertising should enable advertisers to objectively
demonstrate the merits of their products. Comparative advertising improves the quality of information
84
available to consumers enabling them to make well-founded and more informed decisions relating to
the choice between competing products/services by demonstrating the merits of various comparable
products.
OBJECTIVES OF STUDY
The overall purpose of this endeavour is to investigate the comparative advertising to find
out how much pragmatic that it is deadly weapon in marketing war. This study helps us to frame a
clear picture and also helps us to know the consumer perception regarding the effectiveness of
comparative advertising. So, the study will have following objectives to fulfill-
· To study the strategic shift in the trend of advertisement.
· To find out the customer expectation and perception regarding various comparative
· advertisements.
· To find out the effectiveness of comparative advertisements.
· To study the various factors related to comparative advertisements as a deadly
weapon in
· Marketing war.
Scope of study :- The study is limited to Punjab only as I have to cover and collect data from
four different cities of Punjab.
RESEARCH METHODOLOGY
For the purpose of this study, the target population was all the consumer above 21 years of
age residing in the four major divisions of Punjab i.e. Amritsar, Jalandhar, Ludhiana and Patiala. The
sample population consists of 150 respondents .A close ended questionnaire was developed for
conducting the study.
DATA ANALYSIS & RESULTS

This chapter deals with the analysis regarding “Is comparative advertising a deadly
weapon in marketing war” it present the information collected through the questionnaire of survey
as described in research methodology.
Table 1**
Basis on which you buy a Product
Particulars Percentage
Face value 10%
Marketing 61%
Creditability of product 29%
85
Marketing
Credibility of Face value

Produc 10
29
Interpretation
It is clear from the table 1 that 61% of marketing efforts of the companies & 29% of
creditability of product influence the respondents to buy the product. From the study we can say that
the respondents more go for that product of which marketing is done a lot n a lot. From the marketing
of the product the respondents can easily understand about the product and can easily buy the product
by understanding and knowing the product.
61
Table 2 ** Face value

Factors deciding about right Marketing choice of product
Credibility of product
Services provided by it 30%
Unique features 50%
Status that comes with it 20%
86
3. Status
comes with 1.
20 provided by
30
2.
feature
Interpretation: The table 2 reveals that 50% of the unique features of the product & 30%
services 50 by it are the best way of deciding about right choice of product. From the study
we can say that the respondents are very much interested in unique features of the product and
less interested in status that comes with the product & the respondents or
1. Services provided by it
customers are also go for the services provided with the product. The
2. Unique features
product which has the unique features is demanded by the customers or
respondents. 3. Status that comes with it
Table 3**
Qualities of a brand that attract your fancy
Trust 20%
Confidence 20%
Reliability 30%
Uncompromising customers 30%
87
3.
4.uncompromi 1.
ing 20
30
Interpretation: The table unravels that 30% of reliability, 30% of2.Uncompromising

customers 30 20
& 20% of confidence attracts customers fancy regarding qualities of a
brand. From the study we can say that the respondents or customers are very much branding
loyal and brand so that
reliable
the brand attracts the fancy
on of customers a lot.the
1.
2.
3.
Table 4** 4. Uncompromising
Interest of customers
Good product 60%
Good marketing of things 30%
Don’t know 10%
88
3.Don’t
10
2.
marketing 1. Good
thing 60
30
1. Good
Interpretation: Table2.4 depicts that the interest
Good marketing of of customers lies on 60% of good product &
30% of good marketing of product. From the study we can say
that customers interest lies on 3.Don’t the good product and after than good
marketing of the product. From this we can also say that the product should be
good and after than the company should go for the marketing of that product very highly which can
be seen by the customers or public.
Table 5**
Conjoint analysis if both the products are alike
Better taste 10%
Associated With Celebrities Like 20%
Aishwarya Rai & Aamir Khan
Ahead of its competitor in all respects 70%
89
I
n
1. Better
t
10 e
r
3. Ahead of p
competitor in r
respect e
70 t
2. Associated a
celebrities ti
Aishwarya rai o
Aamir n
20 :
1. Better
2. Associated with celebrities like Aishwarya rai & Aamir
3. Ahead of its competitor in all
As per table 5 70% ahead of its competitor in all respects & 20% of associated with celebrities like
Aishwarya Rai & Aamir Khan choose if both the products are alike. From this study we can say that
the respondents choose if both the products are alike they go for ahead of the products competitor in
all respects and after than that product which associated with celebrities.
Table 6**
Companies bothered about their competitor’s product
Particulars No. of Respondents Percentage
Strongly agree 39 26%
Agree 45 30%
Neutral 24 16%
Disagree 30 20%
Strongly disagree 12 8%
Mean score 3.46
90
3.
I
n
t
5. e
disagre r
8 1. Strongly
p
26
r
etation: Table 6 shows that the mean score is 3.46 therefore people heartedly
are whole
agree
with the statement. From this we can also say that the companies are more bothered
a bou t4. their competitor’s product. The respondents near about 30% are agreeing from
this 20 statement and 26% are strongly agreed from this statement.
Table 7**
Comparative marketing is a good way of publishing your product
2.
30
16
1. Strongly 2. 3. 4. 5. Strongly

Agree 48 32%
Neutral 30 20%
Disagree 18 12%
Mean score 3.52
91
1. Strongly
5.
disagre
10
26
4.
12
3.
20 2.
32
Interpretation: As far as statement, “Do customers think that comparative marketing is a
good way of publishing your product” were concerned people generally agreed to this
state1. Strongly
2. 3. 4. 5. Strongly
ment
. As per data i n
table 7 we can say that the companies marketing are a good way of publishing their product. The
respondents near about 32% are agree from this statement and 26% are strongly agree from this
statement
Table 8**
Consumers benefit at large from comparative advertising

Agree 54 36%
Neutral 15 10%
Disagree 30 20%
Mean score 3.28
92
2.
5.
disagre
14 1. Strongly
20 benefit at large from
Interpretation: As far as statement “Do you think consumers
comparative advertising” was concerned people were neutral towards this approach. From
this table we can say that the companies think consumers benefit at large from comparative
4. advertising. The respondents near about 36% are agreeing from this statement
a n d 20 20% are strongly agreed from this statement.
Table 9**
3. 36 Influence of comparative advertising
10
Yes 60%
No 30%
Don’t know 10%
93
2.
3. Don't
10
Interpretation: Table 9 reveals that 60% respondents influence by comparable advertising

& 30% not & the rest 10% don’t know about comparable advertising. From this study this can seen
that comparable advertising influence the respondents or the customers a lot.
1.
Table 10** 30 60
Advertising improves performance of a company while comparing brands
1. 2. 3. Don't
Strongly agree 20%
Agree 30%
Neutral 30%
Disagree 10%
Strongly disagree 10%
94
1. Strongly
5.
disagre
10
20
4.
10
Interpretation: As far as statement “Do you think comparing brands, advertising improves
3. performance of a company” was concerned people were neutral 2.
t o wa r d s 30 this approach. From the table 10 we can say that the 30
c o m1. Strongly
2. 3. 4. 5. Strongly
pari
n g
brands, advertising improves performance of a company. The respondents near about 30% are agree
from this statement and 20% are strongly agree from this statement.
Table 11**
Comparing a thing of different brands eventually help you to select the best
Strongly agree 20%
Agree 30%
Neutral 20%
Disagree 20%
95
3.
1. Strongly
20
Interpretation: As far as statement “Do you think comparing a thing of different brands
5. Strongly eventually help you to select the best” was concerned people w e r e
10 neutral towards this approach.
Table 11 depicts that the companies think comparing a thing of different brands
4. eventually help you to select the best.The respondents near about 30% are agree from
20 this statement and 20% are strongly agree from this statement.
Table 12**
Comparable advertising offers diverse portfolios of a product
Particulars Percentage 2.
20 30
S t r o 20%
1. Strongly ngly2. 4. 5. Strongly
agre
3.
e
Agree 20%
Neutral 30%
Disagree 20%
96
1. Strongly
5. 20
disagre
10
4.
20
3.
30 2.
Interpretation: As far as statement “Do you think comparable advertising offers diverse
portfolios of a product” was concerned people were neutral towards this approach. From the table 12
we can reveal that the companies think comparable advertising offers diverse portfolios of a product.
The respondents near about 30% are agreeing from this statement and 20% are strongly agreed from
this statement.
Table 13**
Information given about the product while comparing it with competitor’s product is true
Strongly agree 20%
Agree 30%
Neutral 30%
Disagree 10%
97
3.
1. Strongly
20
5. Strongly As far as statement “Do you think that the facts for the information given
Interpretation:
about the 10 product while comparing it with competitor’s product is true”
4. was concerned people were neutral towards this approach. Table
1 3 shows that the companies think that the facts for the information given
10
about the product while comparing it with competitor’s product are true. The
respondents near about 30% are agreeing from this statement and 20% are strongly agreed
from this statement.
Table 14**
Comparative2.advertisement affects buying decisio
30 30
Strongly agree 40%
Agree 20%
Neutral 10%
Disagree 20%
98
5.
disagre 1. Strongly
10 40
4.
20
3.
10 2.
20
Interpretation: As far as statement “Do you think that comparative advertisement affects
your buying decisions” was concerned people were neutral towards this approach. In table 14 it is
found that the companies think that comparative advertisement affects you’re buying decisions The
respondents near about 20% are agreeing from this statement and 40% are strongly agreed from this
statement.
Findings and Conclusions:-The debate over comparative ads has continued for nearly two
decades. Some see these comparative ads as industry's own form of consumerism and suggest they
appeal to a wider audience and enhance sponsor's brand identification, message persuasiveness and
market share. Others maintain comparative ads increase Consumer awareness of competitors' brands,
decrease claim credibility, and produce confusion rather than effective communication.
Despite the controversy, there is evidence that comparative formats are widely used by
advertisers. Recent estimates indicate 35 to 40 percent of all ads are comparative in some sense, and
some firms are returning to comparative strategies in the belief that they are more effective than non
comparative approaches. In a recent survey "allowing a small unknown firm to successfully compete
with much larger firms" was often mentioned as one of the greatest values of comparative advertising.
Yet, research provides little evidence to help explain why comparative ads may produce
better results. In fact, much research indicates comparative and non comparative ads do not differ in
their impact. Apparent inconsistencies between academic research findings and advertising practices
may be due to the fact that many studies of comparative advertising have focused exclusively on
frequently used measures of ad impact (beliefs, attitudes, intention, etc.) rather than on potential
differences in the processing of comparative and non comparative ads. A second reason for confusion
about the impact of comparative vs. non comparative ads is the failure to distinguish between types of
99
comparative ads. For example, some comparative ads subtly refer to a competitive brand, while others
explicitly name and show the competitor (often the market leader).
The findings of the project are as follows: -
The marketing of a product influence the buyer behavior in great extent. Every customer
buys any product to satisfy their needs and wants.
SUGGESTIONS
· Better marketing efforts make the product relatively successful so it is an essential

requirement to market the product effectively
· Customer is completely concerned about the unique features of the products while
purchasing .So the features of product while purchasing. So, the features of product
should be according to the target population.
· The marketing strategies should be such that customers can be retained for a longer
period because retained customers are more loyal than the new ones.
· Customers will buy only products which have the desired results or qualities so products
should be manufactured according to the target customer
· Company’s market image & market share are decisive factors and thus influence the
customer buying behavior. So company should try to make such strategies so that to
overcome the competitors
· Customers also favor the comparative marketing. So it has a good scope
· Comparative advertising should be carries with due consideration and strategy
formulation
CONCLUSIONS
At a time when comparison shopping sites have been developed on internet offering one-stop
comparison shopping resources, the popularity of comparative advertising and hence its growth is
much evident. A situation that may encourage use of comparative advertising in India is the sluggish
growth of many industries and the market with product categories overcrowded with brands. More
interestingly, even the services are increasingly using this strategy.
The focus of the present study is limited to direct comparative ads, those in which a
relatively unknown brand makes direct reference to a well-known market leader. This "twisting the
tiger's tail," as it is sometimes called, is a comparative advertising strategy commonly used to position
a brand in the market place. The study investigates the possibility that a comparative ad which
contains direct references to a well-known brand has an inherent advantage over non comparative ads
because the structure and content of the comparative ads lead consumers to be more "involved" with
the advertised message. This increased involvement may result in a more deeply processed message
and in the formation of a more retrievable brand-memory trace.
BIBLIOGRAPHY
· Aaker, David A. and Donald Norris (1982) "Characteristics of TV Commercials Perceived as Informative,"
Journal of Advertising Research, 22 (April/May), 61-70.
· Advertising Age (1976a), "Tannenbaum: Comparative Ads Can Work; Kershaw Says No," (May 17), 1,
110.
100
· Advertising Age (1976b), "For and Against Comparative Advertising," (July 5), 25-28.
· Belch and Belch “ Advertising Management”
· C.N Sontakki “ Advertising Management”
· Chounawala “ Advertising Management”
· Charles W Lamb “Relative effectiveness of comparative advertising”
· Dasgupta Reshmi, “Spirit of Scotland reigns supreme”, 26 Jan, 2008,
· Dr.Arun Kumar & Meenakshi “ Marketing Management
· James D. King “The effect of negative campaign advertising on vote choice: The mediating influencer of
gender”
· Jung OK Jeon “Comparative advertising effectiveness in different national cultures”
· Lechmann,Cornelia and Ratneshwar “Use of Advertising for Brand Positioning”
· Mary Ann Stutt ‘ “Comparative advertisement users of competing brands”
· Kotler and Keller “ Principles of Marketing Management”
· Peta Miskolezi Boduar “Economic function of comparative advertising”
· Z S Damirdyian “ Sales Effectiveness of comparative advertising”
· Pande Bhanu, “Brand war tactics change”, The Hindu, 25 Nov, 2007
· Seema S. Zokarkar,Smriti Johari, Uday Zokarkar(2003) Is Comparative Advertising a deadly weapon in
Marketing war?Prabandth Journal of Mgt and Research Pp69-88
· Seema S.Zorakar, R D Pathak, Smriti Johari(2002) Comparative Advertising: How far Ethical: Pioneer
Mgt. Research Journal for Excellence Pp75-82
· Srivastava Mala, Smriti Johari(2002) Impact of Consumer Values on Attitude towards social advertising
“Strategic Marketing” In the Global Economy Pp 260-272
· V Kanti Prasad ‘ Communication effectiveness of computer advertising: An experimental analysis
REFERENCES:
· Ancienthistory.about.com/od/peloponnesianwar/tp/aatppelopwar
· businessschoolonline.org/Lesson05ComparativeAdvertising
· www.swanturton.com/articles/comparative.aspx - 34k
· www.answers.com/topic/advertising
· journals.cambridge.org/production/action/cjoGetFulltext?fulltextid=1530204
· www.amazon.com/Law-Comparative-Advertising-Directive-Kingdom/dp/1841131172
· Brand_war_tactics_change/rssarticleshow/2568161.cms
· www.madcomments.co.uk/na-na-na-nana-–-my-lemonade-is-better-than-yours/
· www.questia.com/library/communication/advertising-and-public-relations/advertising-law.jsp
· www.forbrug.dk/fileadmin/Filer/FO_English/MarketingPractisesAct_2004
· www.marketingprofs.com/ea/qst_question.asp?qstID=3949
101
· www2.gol.com/users/kilburn/
· www.gala-marketlaw.com/whatsnew/newarchives.shtml
· www.termpapers-on-file.com/business.htm
· ivo.co.za/2007/11/02/case-for-comparative-advertising
· bb.cutn.sk/discus/messages/38038/DAY_1-38082
· http://www.kmbook.com/change/biblio.htm
· http://economictimes.indiatimes.com/Features/The_Sunday_ET/As_You_Like_It/Brand_war_ta
ctics_change/rssarticleshow/2568161.cms
· www.amazon.com/Law-Comparative-Advertising-Directive-Kingdom/dp
· www.ceeol.com/aspx/getdocument.aspx?logid=5&id=2417608e-1278-4740-9ce1-aa2678652f2
e
· www.questia.com/library/law/advertising-law
· www. Google.com
· www. Altavista.com
· www.mooters.coms
102

Comparative Advertising: A Deadly Weapon in Marketing War: Dr. B.B.Singla Mr. Pawan Kumar

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Comparative Advertising: A Deadly Weapon in Marketing War: Dr. B.B.Singla Mr. Pawan Kumar

Uploaded by

Copyright:

Available Formats

PCMA Journal of Business, Vol.1, No.

1 (December, 2008) 80-101

Keywords: Advertising, Marketing, Brand Equity, Comparative Advertising

Comparative Advertising in General

THE SIGNIFICANCE OF STUDY

DATA ANALYSIS & RESULTS

Face value 10%

Creditability of product 29%

Credibility of Face value

Table 2 ** Face value

Services provided by it 30%

Unique features 50%

Status that comes with it 20%

Uncompromising customers 30%

Interpretation: The table unravels that 30% of reliability, 30% of2.Uncompromising

Good marketing of things 30%

Don’t know 10%

Particulars No. of Respondents Percentage

Particulars No. of Respondents Percentage

Don’t know 10%

Interpretation: Table 9 reveals that 60% respondents influence by comparable advertising

Strongly agree 20%

Strongly disagree 10%

Strongly agree 20%

Strongly disagree 10%

Strongly disagree 10%

Strongly agree 40%

Strongly disagree 10%

· Better marketing efforts make the product relatively successful so it is an essential

You might also like