Register now or log in to join your professional community.
When the iPhone7 came out, Google released the Google Pixel shortly afterwards. Within the advertisement for the Google Pixel, they attacked Apple by making fun of the fact that the iPhone7 no longer has a headphone Jack.
Do you think it's ethical for companies to do this with their advertisements? Please justify your answer.
When it comes to competing we have to show the positive points of our products compared to the negative ones of the competitors. But I think attacking in advertising is not effective.
Is it ethical, no. Is it a powerful tool, yes.
Objectively speaking, psychology research have shown that people in general will want the best, and will follow the strongest. Advertising is nothing but a tool we use to exploit people's emotions, needs, and dreams through a set of smart written copy, and an appealing visual that will serve as an escape to the audience.
A recent study case showed a rise in sales up to 11% for BurgerKing's Ad ( Why Dine with a Clown, When You Can Dine With a King ) One could argue and say that it was unethical to attack the brand image ( which is McDonald in this case ) but was it a smart message? It indeed was, did people like the witty approach, they did.
An another study case done in Lebanon regarding two Beer brands ( Almaza, owned by Heineken ) and ( Beirut Beer owned by Kasatly Chtaura ) showed a steady increase in sales for Beirut Beer after launching their very smart Ad ( One of Us Is Lebanese, But We're Both For Adults )
Beirut Beer makes fun of Almaza's overly patriotic, melancholic ads, which usually feature stuff about Lebanon overcoming adversity, or expats coming back home, so Beirut Beer used the fact that Almaza was bought by Heineken which isn't Lebanese at all using humor, but without naming who they were tackling, so in a way they used a Lebanese insight, to target Lebanese Audience with their ads.
If you're going to build up an identity for yourself, you might as well be ready to have your competitors exploit whatever weak points, or downsides your product has, you might not condone the strategy, but it works. A comparison to this is the use of animals to test medicines on, you might not condone it, but does it work? It does, and thanks to that we have an abundant amount of medicines that prevent myriads amounts of diseases, and disorders.
There are many tactics that can replace the " Competitive Ads " method, one would be to highlight your own product's upsides, and build a campaign that is consistent around it. An another tactic is a pricing/promotional Ad that highlights the financial benefits that your product can bring to the table, it all depends on the core message you want to convey. Again, I don't think it's ethical, but objectively speaking it's a strong tool to use, and under the circumstances of being attacked, I think it's only natural that you defend yourself and fight fire with fire.
Instead of attacking the competitors, the company should highlight or focus more on their product advantages and functionalities to attract the customers.
Yes, but with strict objective and professional criticism or in the case of its competitors.
No its not ethical or business savvy to attack Other during Advertisement. Other Companies can then see how vulnerable you really are, having to resort to Competitor "bashing" to grow your own Business clientele.
I certainly think it is unethical. Instead of attacking a competitor's flawed product, I can counter advertise - emphasize in my company's ad. that this flaw or option is available in my product. its tricky and sometimes there are hidden meanings and pointers in each ad.
Its certainly unethical. You should highlight your features only but you should not directly hit on another product or brand.
Find a thin layer of difference from your product and that of the competition....and highlight that to attract attention.....like 'Godrej Puf'
I think it is the way in which it is presented. If it is just belittling other companies then definitely not.
However, I remember a TVC for Nike where they shot a man running in the desert sweating and tired wearing an addidas sneakers. The end shot reveals the camera man running behind him with all equipment wearing a Nike. Nothing else was said, but the message was clear.
This sort of competitive advertising push companies to make better products.
No, I believe it is unethical and will not promote what add value to consumer this add have.
