Comparative advertising directly compares a brand to its competitors on measurable attributes like price or product features. It aims to influence consumer perception of a brand by [1] degrading competitors to shift loyalty, [2] increasing information about alternative brands, and [3] convincing users to switch brands. Done effectively, it can increase sales and market share for the advertising brand while potentially hampering competitors. However, comparative ads must objectively compare representative features without misleading consumers or unfairly damaging competitors' reputation.

1. Submitted To:- Submitted By:-
Nisha Choudhary
Prof. Sanmeet Singh
SA-1
Sidhu
Pgp iipm 2011-13

2.  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.
 It’s Promotional technique in which an
advertiser claims the superiority of its
product over competing product(s) by direct
or indirect comparison.

3. Evaluation of To Degrade the
brand competitor’s
performance brand
Increases
Acceptance of
consumer’s
brand
information
Convince
users

4. To degrade the competitors brand
on the basis of value proposition
the competitive brand is offering.

5. Consider the
sponsored brand as
an acceptable
alternative when
they repurchase.

6. Convince users
of competing
brands to
switch to the
sponsored
brand

7. Increases consumer’s information
about alternative brands.

8. Ease the consumer's
task of evaluating
the performance of
particular brands
against other
brands.

9. It is not misleading.
It compares goods or services meeting the same needs or
intended for the same purpose.
It objectively compares one or more material, relevant, verifiable
and representative features of those goods and services, which
may include price.
It does not create confusion in the market place between the
advertiser and a competitor or between the advertiser's trade
marks, trade names, other distinguishing marks, goods or
services and those of a competitor
It does not take unfair advantage of the reputation of a trade
mark, trade name or other distinguishing marks of a
competitor.

10. Direct
Competitive Advertising
Indirect

11. In direct comparative ads the competing products
either are explicitly named or can be precisely
identified (by photos, images or trademarks).

14.  Burger king vs.. McDonald
 HUL and Procter & gamble(Rin vs.. Tide)
 Complan vs.. Horlicks
 Nike vs.. Adidas

15. Indirect comparative ads do not directly
refer to competing brand names.

16.  Captain cook and Tata salt
 Nirma and HUL
 Pepsi and thumps up
 Sprite vs. Pepsi
 Rasna vs. Tango
 Tide an surf excel

17.  A tvc promoting Ujala liquid blue
showed that 4 drops were adequate
to bring striking whiteness of
clothes while several spoons of
other bands were required.
 A lady holding a bottle of Ujala was
looking down on another bottle and
exclaiming ‘chhi, chhi, chhi!’ in
disgust.
 The manufacturers of Regaul, a
competing brand, approached the
Commission that the advertisement
was disparaging its goods.
 The bottle did not have any label
and similarity with the reguel bottle.

18.  In a television advertisement promoting Vicco
tooth powder, another tin, of oval shape and
without any label is shown. White powder
coming out from the can was described as
useless.
 Colgate claimed before the Commission that
this was disparaging its product Colgate
toothpowder.

19.  HUL advertised ‘New Pepsodent that
it was ‘102% better than the leading
toothpaste’.
 The test of the two samples are
visually depicted side by side. The
saliva of ‘the leading toothpaste’
shows large number of germs.
 Boys were asked the name of the
toothpaste. One boy said Pepsodent.
The response of the second boy was
muted. However, lip movement of
the boy indicate that he was saying
‘Colgate’.

22.  In 1962 Hertz was the clear
leader in the car rental business,
with Avis as one of the brands in
the following pack. The Avis 'We
try harder' campaign
repositioned Hertz creating a
relative, believable and
compelling strength for Avis. The
market dominance of Hertz
became a weakness and Avis
became the 'right choice' in the
mind of consumers.

23. Influencing the
Competitors
perception of Current sales
brand loyalty Shifting of
the consumer can be
can be consumers.
regarding a increased.
hampered.
brand.