Continuing the theme from our last post, our next example will be an example of direct competitive advertising, specifically this fits in the category of comparative advertising. This Blue Buffalo commercial is focused on highlighting the differences between their dog food and that of Iams.
Audi probably doesn’t have the same reputation as its more well known competitors — BMW, Mercedes, and Lexus — in the luxury car market. Comparative advertising can be a good strategy for a less popular brand. I think Audi has done a nice job with this ad — it is simple yet effective. What do you think? With the Microsoft-Apple and Verizon-AT&T comparative advertising battles a bit stale by now, maybe this new ad can be shown in class when you talk about competition or types of advertising. Also posted at Learn the 4 Ps.
Verizon continues to run ads that promote its superior 3G network. The 3G network allows simultaneous speech and data transmission at higher speeds — it is what you need to surf the web from your phone. We have reported on this subject in a previous blog post (the previous post now includes links to articles on the subsequent legal battle).
This is a great example of a marketer identifying a competitor’s weakness (AT&T’s 3G network has significantly less coverage than Verizon and is a source of complaints of many iPhone customers). Of course part of the goal is to distract customers from Verizon’s own weakness — Verizon doesn’t carry the most popular smart (surf the web) phone the Apple iPhone (although its recently Droid has received some positive reviews following its recent release. The ad below is Verizon’s latest salvo in the battle.
UPDATE 11-22: AT&T responds to Verizon. How well do you think it works? Who is winning this battle? And should AT&T be replying to Verizon?
“Verizon ad – There’s a Map for That – HD version,” (0:31) YouTube.com. Most of our students have cell phones – and this is a market they tune into. Of course Apple has its “There’s an App for that” campaign to promote the applications available for iPhone users. AT&T, the exclusive carrier for the iPhone, has been criticized of late for its poor network – which happens to be one of Verizon’s strengths. This ad provides a current example of competitive advertising.
UPDATE (11-3-09) – AT&T sues Verizon for the ad.
UPDATE (11-19) — Maybe that lawsuit was not such a good idea. “AT&T’s Verizon Lawsuit Gives ‘Map for That’ Ad New Life,” AdAge.com, November 19, 2009
UPDATE (11-19) — “AT&T Loses First Legal Battle,” at Slashdot.com