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Today's smartest
advertising style istomorrow's corn.
William Bernbach
http://www.brainyquote.com/quotes/authors/w/william_bernbach.htmlhttp://www.brainyquote.com/quotes/authors/w/william_bernbach.htmlhttp://www.brainyquote.com/quotes/authors/w/william_bernbach.html -
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Swati.R.YSweta Patil
Swetha.C
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Comparative
Advertisement
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Comparative advertising is defined as advertising that
compares alternative brands on objectively measurable
attributes or price, and identifies the alternative brand by
name, illustration or other distinctive information.
Its Promotional technique in which an advertiser claims the
superiority of its product over competing product(s) by direct
or indirect comparison
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Direct In direct comparative ads the competing
products either are explicitly named or can beprecisely identified (by photos, images or
trade marks).Example- Nike vs.. Adidas, Complain vs..
HorlicksIndirect Indirect comparative ads do not directly refer
to competing brand names.Example- Tide an surf excel, Nirma and HUL
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Influence Consumer Behavior
Focus on the Superiority of the Advertisers
Product over the Competitors
Bring out negative aspects of the Competitorsproduct
Main aim is comparison of the factors of onetraders products with those of another
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Compare like with like.
Substantiate all comparisons.
Exercise care in the use of disclaimers.
Consider where the promotion will be read.
Consider the context used in advertisement.
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Explore your legal options with federal or
state statutes.
File a complaint with theNational AdvertisingDivision.
Contact the Federal Trade Commission(FTC).
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HUL's new Rin campaign claims in an advertisement that Rin
provides more brightness in comparison to Tide Naturals,
which is the new product that Procter & Gamble has launched
a couple of months ago in the mass segment positioning it
against Rin as well as Wheel. Procter & Gamble subsequently challenged Tide's claim in the
Chennai High Court
On March 1, the court asked HUL to modify the advertisement
since they were not really able to substantiate the claim. Awritten judgment is still awaited on this matter.
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In late 2008, the makers of Horlicks, GlaxoSmithKline Consumer
Healthcare (GSK), and the makers of Complain, Heinz India (Heinz), came
out with advertisements that directly compared the brands using the
competitor brand's trademarks. Industry observers felt that in their bid tooutdo each other, the two companies had ended up denigrating the
competitor brand. Usually issues related to disparaging ads by rival
companies were resolved by the Advertising Standards Council of India
(ASCI). But with constant mudslinging at each other, the two companies
decided to solve the issue in courts. In September 2008,
Heinz moved the Bombay High Court objecting to the Horlicks ad , while
in December 2008, GSK approached the Delhi High Court against the
Complain advertisement. The decision is still pending
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