comparative advertising的意思|示意

Comparative advertising, also sometimes referred to as competitive advertising, is an advertising strategy used in an attempt to promote one product or service by directly comparing it to another. A company typically uses comparative advertising when it wishes to demonstrate that its product has superior characteristics over a competitor’s product.

Comparative advertising is one of the most recognizable forms of advertising, because it requires the use of a recognizable product to effectively and efficiently communicate a message to the target audience. For example, a car maker may feature a commercial where it compares the features and capabilities of its car directly to that of another car manufacturer’s. This type of advertising often results in consumers choosing the product that is being promoted.

In comparative advertising, the advertiser wants to establish a connection between its product and a product belonging to a competitor. This connection can be established through direct comparison, by highlighting the attributes of the product and how they compare with the competitor’s product, or indirectly, by showing how the product is better than or different from the competitor’s product.

The effectiveness of comparative advertising largely depends on the advertiser’s ability to accurately and convincingly present the information. The message must be clear and compelling, so that it is obvious to the target audience that the product being promoted is superior in some way. Also, the comparative advertising should be fair and balanced, and not present false claims or misleading information.

Comparative advertising can be a great way to create a strong impression on potential customers, as it allows a company to quickly and effectively compare its product with a competitor’s product. However, it is important for an advertiser to be aware of the potential pitfalls of comparative advertising, such as potential violations of copyright or trademark laws and potential legal action from the competitor. Comparative advertising should only be used when it is beneficial to the advertiser and when the claims being made can be supported by factual evidence.