Bashing the Competition: Marketing Strategy, or Major Mistake? - Competition-Targeted Advertising
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The Verizon/AT&T dispute is only one example of competition-targeted advertising, and it's probably not even the best possible example of this type of promotion. By not only putting a name but a brand name on the competition, companies might compel their consumers directly: do not buy this product, buy ours.
It's a clear-cut, very straightforward message -- and often, these types of straightforward tactics succeed in advertising of all types.
In fact, competition-based advertising has become such a marketing mainstay that most people never even give it a second thought. Beverage companies, wireless networks, brands of jeans - every company has at least one major competitor that they'd like to beat out in sales.
Not every company launches huge promotional campaigns that directly compare their products with the competition, but using such methods has proven to be very successful for some business in the past. It is certainly a popular advertising method, and that makes it worth looking at more closely.
After all, don't politicians do the same sort of thing to market themselves all the time? By putting a clear face on the enemy, these types of advertising campaigns actually make it personal.
If you buy Miller, you're against Budweiser. If you choose antacid A, you're a bad consumer who should have purchased the B brand instead. They turn promotions into a personal thing in order to hit the competition where it hurts: sales figures.
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