When advertisers promote their brands, it may be tempting to disparage rival products. But brands should take care that any comparisons they make are justified, says Rahul Chaudhry.
When advertisers promote their brands, it may be tempting to disparage rival products. But brands should take care that any comparisons they make are justified, says Rahul Chaudhry.
The relationship between suppliers and customers in the business market is symbiotic in nature: suppliers need customers as much as customers need suppliers. Similarly, when it comes to advertising, the relationship between the two parties is no different. Advertising is one such tool of business policy that allows suppliers to disseminate information and promote the attributes of their products and services to enable customers to make ‘informed choices’ about the products they wish to purchase.
Customers depend on such information presented in advertisements to make an informed choice, but it is the supplier that determines the content, accuracy, style and placement of that advertising material. With the business market now at the pinnacle of its competitive aggressiveness, the concept of ‘comparative advertising’ has emerged as a strategic tool affecting the supplier/customer.
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comparative advertising, rival products, advertising, disparagement
