MarketingProfs B2B Forum is going virtual... with a twist. Donít miss it.

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Who Says You're So Hot?

July 30, 2008  

Marketers may try to distinguish their products from those of their competitors by engaging in comparative advertising. (X Detergent cleans 25% more loads than the leading brand!)

But be careful when you pull out those comparisons: make sure you don't denigrate your competitor. Research is showing that consumers become quite sensitive to the tone of criticism marketers adopt in a comparative ad.

Choose your words wisely: if your comparisons are seen as derogatory, your message may well backfire. Negative references to competitors have been shown to actually make consumers:

  • Believe an ad less.
  • Argue against what it is saying.
  • Have more negative attitudes toward the brand.

Ouch. Does that mean you should simply never mention a competitor, just to play it safe? Not necessarily.

Research also shows that negative effects do not occur when a marketer speaks more positively about the competition.

→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

Take the first step (it's free).

Already a registered user? Sign in now.


Rate this  

Overall rating

  • Not rated yet.
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!