Should I do comparative advertising?
| Answer: While we can’t provide any specific recommendations with knowing all the aspects of your particular situation, one thing you might want to think about comes from the basic research on comparative advertising. Generally, when you are a market leader it hurts you to mention competitors since it legitimizes their position in the market. On the other hand, when you are a follower it makes sense because it allows you to be categorized along with the industry leaders (this is why you see it with “underdogs.” Thus the benefits of comparative advertising depend heavily on your position in the market. These general guidelines should help you in your decision making. In general, it is good not to blindly follow what other companies do since they generally just follow other companies, etc., and don’t really think through what’s best for them. |
More resources related to Advertising
-
Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.
-
Mad Men-style advertising, based on interrupting entertainment or news, is still with us—but most marketers recognize that it's unsteady on its feet. The reality is that people are tired of being "targeted" with ads and so are inclined to take evasive action. It's time to dust off the tried-and-true customer testimonial, and turbo-charge it for your website with video storytelling.
-
Do you know where you need to be advertising? Many marketers default to digital, but is that where your audience is? Other advertising methods can be paired with digital for the best strategy, according to Rebecca Bugger.
-
What's missing in any discussion of advertising's future is a deeper analysis of the forces at work.
-
In his new book, According to Kotler, Phil Kotler gives a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalization, warehouse shopping and online marketing. Here is an excerpt of it, based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists. Get the full story.
-
Back in the day, times seemed simpler. Advertising, ad expert Rebecca Bugger and host George B. Thomas conclude, is continually changing, and you should always be testing your methods to see what works and what doesn't. Watch and listen to discover how advertising works today.
-
Marketers can't be blamed for being overwhelmed by the seemingly endless choices that digital advertising offers. But do you have to embrace every option and every channel? There's a better way.
-
Digital advertising is booming, but it's best not to invest in every single channel at once. An ad tech expert shares some wisdom.
-
Personalized targeting has worked for banner advertisers for years. However, it was never feasible for OTT—until now. Here's why your OTT ad strategy needs work.
-
Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.
-
Many people take the same commute route every day. Placing a digital or interactive ad in a strategic public transit location can result in countless impressions and improved ROI.
-
Advertising on LinkedIn requires a strategic approach that goes beyond mere ad placement. To truly excel, advertisers need to understand the ins and outs of the platform and its best-practices.
-
Five Ways Digital Advertising Fraud Is Costing You: How To Take Control of Your Media Spend
Sponsored ArticleDigital advertising fraud causes companies to lose billions of dollars in media spend. But how? Here are five common fraud tactics to watch out for.
-
Take 10: How to Use Your CRM Data to Boost Advertising ROI
Video TutorialIn just 10 minutes, you'll learn how to boost your return on advertising spend (ROAS) by leveraging the data you already have. We'll cover practical tips on how to segment your CRM lists, upload them into Google AdWords and Facebook advertising, and use them to help you expand and refine your campaigns.
-
Avoid Wasting Your Ad Budget on the Wrong Audience: Getting Started With Programmatic Advertising
Sponsored WebinarBuying, managing, and optimizing digital ads drains time and resources that would be better spent coming up with brilliant campaigns. Join us for this free webinar to learn how programmatic advertising can help. Sponsored by StackAdapt.
-
Content Syndication + ABM Advertising: Better Together
Sponsored WebinarContent syndication and account-based marketing display/paid advertising are two of the most effective B2B marketing strategies. But, together, they're so much more! Discover how to combine the two to attract and nurture even more high-quality leads. Sponsored by DemandScience.
-
Content marketing and native advertising each have their own benefits. But when used together, the whole is greater than the sum of its parts. Read on for tips to help you drive even more leads.
-
Millennials are known for being a tech-savvy group, but ad overload means many digital ads are simply ignored. One way to capture Millennials' attention: go offline with billboards.
-
Consumer ads have ruled CTV, but with the ever-decreasing gap between home and work life, that doesn't have to be the case. Here's how B2B advertisers can use digital attribution to take advantage of CTV.
-
The rise of new channels such as Connected TV and technologies such as voice search have moved advertising in new directions. This article covers five major trends in ad tech today and what advantages they give to businesses.
