Comments on: Is comparative advertising a good strategy? http://marketing-has-changed.com/is-comparative-advertising-a-good-strategy/ by John Ellett Thu, 09 Sep 2010 14:31:55 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Lawnmowers http://marketing-has-changed.com/is-comparative-advertising-a-good-strategy/comment-page-1/#comment-341 Lawnmowers Tue, 18 May 2010 05:56:09 +0000 http://marketing-has-changed.com/?p=949#comment-341 I liked this article quite a bit. What I enjoyed most was that the writing obviously comes from someone with a deep understanding of the field, much like being led by an experienced guide. I’ll look forward to more material like this in the near future. <a href="http://www.harborpowerhouse.com/" title=" Honda Lawnmowers for Sale" rel="nofollow"> Honda Lawnmowers</a> I liked this article quite a bit. What I enjoyed most was that the writing obviously comes from someone with a deep understanding of the field, much like being led by an experienced guide. I’ll look forward to more material like this in the near future. Honda Lawnmowers

]]> By: Jody Gibson http://marketing-has-changed.com/is-comparative-advertising-a-good-strategy/comment-page-1/#comment-191 Jody Gibson Tue, 16 Feb 2010 18:31:37 +0000 http://marketing-has-changed.com/?p=949#comment-191 Is Southwest comparative, or more of a preemptive strategy? I'm not really aware of every airline's policy on charging for bags, so it may preemptive, but it's effective nonetheless. It seems any consumers just want straightforward, honest messages of value ( and research defends this) or with something clever thrown in there to hold their attention and gain interest. In my opinion, relevancy for the consumer (where s/he is at in the purchase cycle and what is the degree of brand loyalty for the product/service) is the biggest selling point for any ad. I'd be shocked if HL and GM are making any sort of dent in Honda's armor. Honda's brand equity and positioning in the market seems a bit of a reach for GM. Toyota would have been a reasonable challenger in the comparative arena before all of its reliability issues popped up, but GM vs. Honda is a bit David vs. Goliath for me. (Yes, I must admit I own three Hondas.) Is Southwest comparative, or more of a preemptive strategy? I’m not really aware of every airline’s policy on charging for bags, so it may preemptive, but it’s effective nonetheless. It seems any consumers just want straightforward, honest messages of value ( and research defends this) or with something clever thrown in there to hold their attention and gain interest. In my opinion, relevancy for the consumer (where s/he is at in the purchase cycle and what is the degree of brand loyalty for the product/service) is the biggest selling point for any ad.

I’d be shocked if HL and GM are making any sort of dent in Honda’s armor. Honda’s brand equity and positioning in the market seems a bit of a reach for GM. Toyota would have been a reasonable challenger in the comparative arena before all of its reliability issues popped up, but GM vs. Honda is a bit David vs. Goliath for me. (Yes, I must admit I own three Hondas.)

]]> By: Andy http://marketing-has-changed.com/is-comparative-advertising-a-good-strategy/comment-page-1/#comment-158 Andy Wed, 03 Feb 2010 20:43:23 +0000 http://marketing-has-changed.com/?p=949#comment-158 The GM "Howie" advert comparing Chevrolet and Honda products is particularly dismal in this regard. At the end of the commercial Howie openly mocks a Honda lawnmower, this is supposed to be the punchline of the piece. Why does GM think showing a lawn mower is a NEGATIVE brand association for Honda? How is this even relevant? Honda lawn mowers are respected, garner a significant price premium over the competition, and have a reputation for being indestructible. Given GM's reputation in the last 30 years, how do they think a GM lawnmower would be regarded? Honda's positive brand image surrounding building small and efficient engines extends beyond cars to motorcycles, marine, and yes, even lawn mowers. *boggle* The GM “Howie” advert comparing Chevrolet and Honda products is particularly dismal in this regard. At the end of the commercial Howie openly mocks a Honda lawnmower, this is supposed to be the punchline of the piece.

Why does GM think showing a lawn mower is a NEGATIVE brand association for Honda? How is this even relevant? Honda lawn mowers are respected, garner a significant price premium over the competition, and have a reputation for being indestructible. Given GM’s reputation in the last 30 years, how do they think a GM lawnmower would be regarded? Honda’s positive brand image surrounding building small and efficient engines extends beyond cars to motorcycles, marine, and yes, even lawn mowers. *boggle*

]]> By: Bob Roden http://marketing-has-changed.com/is-comparative-advertising-a-good-strategy/comment-page-1/#comment-154 Bob Roden Wed, 03 Feb 2010 00:41:44 +0000 http://marketing-has-changed.com/?p=949#comment-154 I couldn't agree more. Customer/consumer focus must always be the primary lens through which such comparos are made, and if the consumer *thinks* there is a bit of a biting attitude in the ad (as I would say the Howie Long "truck" ad conveys), this is *not* a good thing. It's interesting how many marketers tout features and benefits the consumer isn't asking for and doesn't care much about. I couldn’t agree more. Customer/consumer focus must always be the primary lens through which such comparos are made, and if the consumer *thinks* there is a bit of a biting attitude in the ad (as I would say the Howie Long “truck” ad conveys), this is *not* a good thing. It’s interesting how many marketers tout features and benefits the consumer isn’t asking for and doesn’t care much about.

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