Comparetive Advertising Essay Example | Topics and Well Written Essays - 1000 words

Comparetive Advertising - Essay Example In a direct comparative advertising, a product or the particular features of a product are specifically compared with same features of a specified competitor. In the second classification, an advertisement describes only one product or the features of that one product and favorably compares it with all other competing products in an indirect and general way (Comparative Advertising 3). Comparative The utilization of comparative advertising in the United States mounted with the Federal Trade Commission's contention that "direct comparative ads, which provide information on named competitors, result in more informed decision making (Pechmann & Esteban 1)." There had been a widespread debate whether this type of advertising must be permitted. After it had been approved in the US, there is an ensuing controversy of its effectiveness. Though many American companies use comparative advertising in their operations, its efficiency as a marketing tool to create demand is still in question. Others claim that instead of boosting revenue, comparative advertising fail to reach the target audience with the intended message. This situation dampens the efficiency of marketing campaign but also misleads buyers. The effectiveness of comparative advertising is linked with various factors notably cultural and degree of comparison. ... This paper aims to assess the efficiency of comparative advertising in the US market. It also aims to expose the significant factors which should be considered before coming up with an effective comparative advertising campaign. In order to develop the idea further, two different advertisements, Miller and Urine-Gone which are examples of comparative advertising will be utilized. It should be noted while Miller employs a direct advertising campaign, Urine-Gone uses lesser degree by using an indirect approach. The commercial of Miller shows a consumer which made a decision of choosing the Miller product after being presented with other competitors' brands inside the refrigerator. The main rationale of using comparative advertisement rests on the premise that this marketing tool significantly affects the behavior of customers as well as the image of the business. This claim was supported by the study conducted by Bennett which revealed that projected brand quality in comparative ads is directly correlated with improvement in buyer behavior (Bennett 93). Urine-gone was able to achieve this result as it became quite successful in gaining customers' preference towards the products by using a comparison on the features of its product to the ones made by its competitors. On the other hand, it was found out that the higher intensity of comparison in advertising decreases its efficacy. The research conducted by Barrio-Garcia which analyzed how buyers respond to comparative advertising and confirmed that the greater the degree of comparison results in lower consumer perception and increases counter-arguments among customers on the true value of the product. Thus, analyzing the ad

General Motors Essay Example | Topics and Well Written Essays - 500 words

General Motors - Essay Example During the duration of its existence, General Motors has engaged in the production of models that target specifically the baby boomers generation. This constitutes of a younger generation who are aggressive bout simple, stylish models that go with fashion. Latest statistical analysis points out that the company has targeted customers in mid 20 who accounts for almost 50% revenue returns from the sale of vehicles (GM, 2014).Economic analysisGeneral motors’ has played a considerable role to the development of the United States and a global economy. Based on the national financial reports of the United States, the company has contributed a higher percentage of economic development for a longer duration since its launching into operation. Not only to the United States, has General Motors’ also had a huge economic impact in its areas of operations. In essence, the organization has triggered operations of the other industries such as aluminum and textile that supply raw mater ials to the industry. In addition, the company has also created job opportunities both directly and indirectly to a significant number of populations.Political//legalWith influence from both the government and members of the public, the company has constantly implemented different policies to harmonize mutual coexistence of all members of the society with customers invoking dominance on to the progress of the business. With the current trend in modern life, most members of the society associate status of life with the car the person drives.