TITLE OF YOUR PAPER (for professional papers) Comparative Advertising Discussion Alexander D. Ramsbey Thomas Edison State University MKT-2010 - Written Assignment 11 Prof. Dr. Himelstein 2023-12-30 1 TITLE OF YOUR PAPER (for professional papers) 2 What is Comparative Marketing? According to Kiara Taylor from Hubspot (2022), comparative advertising is a technique that involves presenting a product or service from your business as being superior to a similar product or service from a competitor. When using this marketing method, it is wise to use factual information about your competitor otherwise you may fall into legal trouble (Taylor, 2022). The FTC rules that Comparative advertising, when truthful and nondeceptive, is a source of important information to consumers and assists them in making rational purchase decisions. Comparative advertising encourages product improvement and innovation, and can lead to lower prices in the marketplace.(16 CFR § 14.15 - In regard to comparative advertising, n.d.) I’m for comparative advertising as it gives a good argument to prove to consumers why you exist. However, I don’t listen to many of these statements and assume they’re always dishonest. Even with the regulations, I don’t trust the average company to be truthful when they’re just trying to make profit rather than solve a problem I have. Guidelines and Recommends from Me Ensure all claims about your product and the competitor's product are accurate and can be substantiated. Avoid vague statements and focus on specific, verifiable differences. This way we can shorten this thought into a short memorable phrase, stick to verifiable facts. Do not misrepresent or exaggerate the features or benefits of your product or the shortcomings of a competitor's product. Avoid using a competitor's trademarks, logos, or TITLE OF YOUR PAPER (for professional papers) other proprietary material in a way that could cause confusion or imply endorsement. This is a gray-area, so don’t portray another explicit brand identity. Your ad should not demean or discredit competitors in an unprofessional manner. Personal attacks or derogatory remarks about competitors can be seen as unethical and may turn consumers away. Instead of overly focusing on the competitor's weaknesses, highlight what makes your product unique and beneficial to the consumer. This is probably number one advice for me. If your product or service is as good as you make it, then it should naturally succeed without overly focusing on the comparison. 3 TITLE OF YOUR PAPER (for professional papers) References Taylor, Kiara. What is Comparative Advertising? [+ Examples]. (October 12, 2022). Retrieved 30 December 2023, from https://blog.hubspot.com/marketing/comparative-advertising 16 CFR § 14.15 - In regard to comparative advertising. (n.d.). Retrieved 30 December 2023, from https://www.law.cornell.edu/cfr/text/16/14.15 4
