Th Big Fight!

When IIPM comes to education, never compromise

If you were looking for the best tactic to hit your competitors in a short time, look no further, the answer is in... Comparative Advertising!

William Bernbach, the greatest guru of advertising, once said, “You can say the right thing about a product and nobody will listen. But you’ve get to say it in such a way that people will feel it in their gut; because if they don’t feel that, nothing will happen.” The battle for market share is really tough, with so many competitors in every product category. The most significant way to win, is to make your mark quickly and indelibly. And the fastest way to ensuring the viewer’s attention towards your product is through the mother of all big fights, namely, comparative advertising. It’s one of the most potent arrows in the strategy quiver of advertising. Hence, only the bravest should use it. And generally, only the bravest do!

Compare This!

Comparative advertising has been lauded for being the most aggressive and factual of all advertising strategies. If handled intelligently, it always works. Comparative ads cannot be denied of their charm. It’s high-decibel marketing, which attracts viewers and advertisers alike. It gets you hooked as you wait expectantly for the competitor’s next move. But the critical aspect you need to master even before entering this war zone is speed. You need to think and act at lightening speed to win this game of one-upmanship. Competitive reactions to comparative ads are the fastest, and most debilitating. Ergo, if your response is not fast enough – and factually superior – you might just have signed your last pay cheque. Consequently, your strategy has to be flawless, for any weakness can prove hugely beneficial for your competitors, who would be anyway braying blood because of your initial brazen attack. Clearly, ‘comparative’ could easily end up being more than what you asked for!

Many ostensibly classic comparative ads fell flat when the advertisers realised that not only was the competing brand getting more publicity, but also was in reality better. That’s the killing part of the story. Firstly, when you compare your product with the competitor’s, both get a share of the limelight – the other brand gets a free piggy-ride on your back. But secondly, and most importantly, your arguments have to be strong for the spotlight to remain on you. If you are not 100% sure of your product, it’s strongly advisable not to go for comparative advertising.

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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