Comparative advertising effectiveness

Abstract

[eng] Coca-Cola and Pepsi, Apple and Samsung, Burger King and McDonald’s; rivalry amongst competitors and their products is a common phenomenon in the marketplace. Companies often make use of such relationships by employing so called comparative marketing. In this project, I will give a short introduction into this concept from a marketing perspective and discuss how it is in line (or not) with established behavioural theories. More specifically, I will analyse how the comparison with other products or brands affects the consumer behaviour from a theoretical level, supported by actual examples from the industry. Of particular interest is the ambivalent effect of comparative marketing – implicit or explicit – on the reputation of the competitors