MKT 301 Lecture Notes - Lecture 26: Comparative Advertising, Absolut Vodka, Chevron Corporation
23 Mar 2016
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The purpose of this ad is not to sell you a particular route; so they asked children in cities of china to draw pictures of their cities. They want to counter the image of being a polluter. They are trying to change the image people have of oil companies: product advertising, informative advertising: inform others what you"ve got, persuasive advertising: try to confirm people yours is the best. They give you info: comparative advertising: when you mention your competition in the advertisement and you say mine is better than yours. Advantage: strongest attack you can do on your competition also called frontal attack. Disadvantages: 1) you are showing your competition and paying money to do so. 2) sometimes it turns people off because they perceive it as unfair. 3) once you start this, you can start an advertising war with your competition, which you might loose.
