Back in August, we listed the cell phone number list best competitive ads we've ever seen on Google . While bidding on your competitors' brand names is an effective strategy on its own, it's just one iteration of a larger marketing approach known as comparative advertising . Basically, comparative advertising encompasses all cell phone number list marketing tactics that involve comparing two or more products or services. Thanks to its broad definition, comparative advertising can be executed on all media: digital, print, TV, radio, outdoor, etc. As long as the value cell phone number list of a product or service is communicated through its comparison with another product or service, it is considered comparative advertising.
Why comparative advertising?
Well, I sort of answered that question in the introduction: Like all marketing strategies, the cell phone number list purpose of comparative advertising is to communicate the value of the product or service you're promoting. While it may seem like some big brands use comparative advertising strictly to entertain people (e.g. Wendy repeatedly tweets about McDonald's use cell phone number list of frozen patties), the real goal of the strategy is to communicate value . Wendy's wants you to laugh, but they also want you to associate their food with freshness.
Comparative advertising gives your audience an anchor - something concrete, something they can use as a benchmark to better understand the cell phone number list value of your product or service. If you've never heard of Parfum A, being told it's "good" may not mean much to you. But if you're already familiar with Scent B, being told it's inferior to Scent A might make enough of an impression to interest you. Comparative advertising allows you to capitalize on the cell phone number list recognizability of your competitors' brands; this allows you to turn their market share into an asset.
One last point before moving on to the cell phone number list examples: there is nothing wrong with entertaining people. According to a 2018 Clutch study , 53% of consumers remember ads that make them laugh. Humor is an effective way cell phone number list to make your message stick, and comparative advertising gives you plenty of opportunities to make your prospects laugh. Should writing the perfect punchline take priority over communicating the cell phone number list core value of your product or service ? Of course not. But being funny and memorable aren't mutually exclusive.