Direct Comparison Ads: Do They Work Best?

49d620c72962eAdvertising works when it is done right. There is no question in that.  Companies spend millions of dollars on ad campaigns trying to target the right market and convince them of something.

I have always been somewhat of a self-appointed critic of advertising.  Partially because of my fascination with the industry and partially because I have very strong opinions.  I love investigating what the ad is saying, where the message is coming from, and whether or not it is successful.

Sometimes you see an ad on TV and you think to yourself, how did this make it out of the original brainstorming discussion?  Other times you see something that blows you away and you wonder how someone could dream it up.

Lately there is an intriguing trend that I thought was worth analyzing.  Direct comparison ads are becoming quite popular, and companies are sticking with them for an extended period of time.  So one has to think that they see better results.

Direct comparison ads, for the sake of this post, are any advertisement that calls out the competition blatantly and says why one product is better than the other.  Some companies that are currently running these type of ads are Microsoft (vs Apple), Apple (vs PCs), 5 Hour Energy (vs Energy Drinks), Time Warner (vs Verizon Fios), Dominoes (vs Subway/Quiznos), and Total Cereal (vs Go Lean).  There are many others as well but that is enough to prove my point.

This has long been a popular style of advertising, going right after the competition and trying to lure away customers because of a claim that you are better.  That are rules and guidelines surrounding it, and you have to be careful about what you do and do not say about the competition.  But, if executed well, these companies have seen that the effects can be strong.

For a long time Apple ate away at the market for personal computers with their “Mac/PC” ads showcasing how easy Macs were to use.  Now, Microsoft has countered with ads featuring “real people” looking for new computers and choosing the more affordable, just as useful, Dell or HPs with Windows.  And those ads have resulted in a spike in purchased of those PCs over Apple Computers.

My only issue with this type of ad campaign is that you run the risk of sounding bad.  Personal attacks against other brands can come back to bite you if A) They are found to be incorrect or B) The competition changes something to top you.  Personally, I have found that Time Warner makes some useless claims in their direct comparison ads (such as comparing the ease of reading the bill with that of Fios).  I have Time Warner, and the bill is confusing.

What do you think?  Do you find direct comparison to be effective?  Let me know why or why not in the comments below.

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21 Responses to Direct Comparison Ads: Do They Work Best?

  1. Timsta789 says:

    While the obvious goal of direct comparison advertisements are for companies to persuade potential customers that their product or service is superior to the competition, I almost feel as though in Apple’s case with the extended frequency of these ads they are serving two purposes: to persuade, but also to reinforce Apple’s superiority to current customers. In my opinion these constant reminders have created a loyal, cultish customer base.

  2. Zach Heller says:

    I’d have to agree with you there. Apple has done a solid job of using advertising not only to introduce new products, but to reaffirm beliefs that we already have about their brand or products. Positioning themselves, and their computers, as easy to use has gotten them a great deal of attention.

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    They caan be both breadwinner and wife. It is important to be active
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    Take a moment to think why yyou need to knnow where your
    partner iss in every moment, with who spends his or her
    time, or what he or her arre really thinking.
    Remember a heart to heart, can make all thhe difference.
    Take a vwry close look at the friendship aand decide for yourself if there is any romantic involvement at all.

    It might be difficult to listen to and accept your partners views on what has happened, but if you truly desire to restore your relationship, the air must be cleared.

    Take things iin stride. Most people would benefiit from an answer directed ffrom a specific question. Let some
    things go. If you are a person who find difficult tto commit too only one partner, be honest, and don’t liee about it.
    Now she is getting accustomed to abuse and many times does not
    realize thatt she is being abused. Consequently social
    media ites sch as Facebook, Twitter, etc, which offer new channels of communication between customer
    and servce provider, would appear to havce great potential
    as relaationship marketing tools. Peole have affairs all the time because of lack of intimacy with
    their partner, revenve for a perceived slight,
    to hurt the other partner, etc. But mostly I hate the way I don’t hate you.

    There iss no point in continuing iif the mind is clouded with feelings
    and not clear. Communicate with your partner. Remember – thhe Universe
    can only deliver to you what iit knows you want.
    If you are serious on grtting your ex back but
    your partner refuses to cooperate, you need to talk to her sincerely and try to haqve a one-on-one conversation to make things better.
    If you have a problem answering either one of those questions affirmatively, then you
    may either need some serious marriage counseling or couple’s therapy.
    We have put together for you a list of inspirational
    relationship quotrs from the movies which speak off
    love and its colorful facets. When your partner does not trust you to be out of
    their sightt or controls your behavior, don’t ignore those warning bells going off in your
    head alerting you that your relationship hass entered crisis mode.

    There are also many types of controlling relationships. By Ms.Sunita :
    A how to tutorial ablut Keeping and Motivating, Motivating Relationship Managers, Keeping and Motivating Market, Business with step by step
    guide from Ms.Sunita. Part of thhe natural ‘grieving’ process is for you tto feel emotional when you loose something.
    Keys to this would be to always take notice as to what bothers
    your partner, down to some of the most ridiculous of pet peeves.
    Yoou find yourself living in the past when it comes to your relationship.
    Once you know what the exact problem is, then you can face it hesad on and crush it.
    We both use to be afraid of saying anything to each other because we never
    knew what might set off an argument.

    The paradox of the internet is that as thhe world is getting more connected, people are also getting
    more and more isolated. She may begin hating herself for that.
    This lust could go onn and on ffor some people.
    There are A million causes for it, aand once you fix what caused it to begin with, there’s always ssomething else to deal with next.
    As Christ hass forgiven us even though we don’t deserdve it, we should also forgive
    others even when they are truly wrong. A healthy relationship is
    not based on fear but should empower and make you feel good about yourself and your
    life. Talk about the thungs you don’t lke with each other and remember to be sensitive and respectful to each others’ feelings while
    doing it.

    Befire you decide to break -up forever try this. So we’re
    trying tto work on it and everytime I lokk at the girls I know it woujld break their harts if we did split
    so we have to try for them. To create issues simpler for you and your relationship,
    here arre sopme great datig questions for
    men that you might want to request.

  15. Shee is only sixteen years old. Scientists and specialists have ckted a range of reasons,
    such as life-style, atmosphere, and other health issues.
    Not just this, foods that arre rich in essential fats are also great for your sex drive.
    You do not hazve any of the dangers of actual physical cointact sex
    in this way, but still habe the naughty talk.
    Meanwhile, as the word spread, other women in the neighborhood started checking with their kids.
    Of course, be realistic here, if you are in the deep state of a migraine you aren’t going to be able to
    make love to your sweetheart.

    I did some research, and there are many, many sources of sexual
    information for parents to not only learn how to speak with their chid about the topic of sex, butt sources that
    are designjed for parents andd teens use together when explorng sexual topics.
    One or twwo of the women in attendance admitted that even married based on this principle.
    And we thought that this New Year yyou will like to take a
    look back at herbal libido supplements for women which ruled the markets.
    If this never happens thn yyou have found out what you needed to know, move on. Now
    more than ever, adult males’s sexual health iis a significant subject in present society.
    This is important to know.

    Today the plastic surgery is called sex affirmation surgery.
    Manyy parents find it very shocking. This actuslly indicates you are not aroised or not
    ready for penetration. Sex Special Powder is a tested all-natural supplemental that safely and efficiently fight tthe cause of premature ejaculation as well as provides men the confidence of restoring
    their sexual health to normal. After a few non-successful cycles, however, a change can be made.
    If you wish to cnceive a boy, you must ttry to conceive wiothin 2 days of ovulation.

    In fact, the journal Biologicall Psychology published a sttudy whicxh demonstrated that men who have regular
    sex have lower blood pressure, aree able to function better cognitively in steessful situations,
    and have an overall more positive response to stress.
    The key to sexing the fish is where the lines cross the Caudal fin.
    You could be that guy, if you figure out how to stop being so lame.
    Oncce “captured”, these young and innocent girls are subjected to imprisonment, starvation, gang rape, and offered for sale, often to as many as 50 john’s per day.
    In older ages, it can be something normal like drop in levels of male sex
    hormone, testosterone. Children will obviously be curious and if thy are denied, the parent-child relationship can be hampered.

    However, if left untreated, it can cause irreversible damage to
    the female reproductive system, causing infertility.
    As levels of oxytocin increase, the brain also releases endorphins, which alleviate the effects of problem like
    back pain, arthritis, and (for women) even menstrrual cramps.
    You can go to a party and find someone who wants to have sex.
    Caffeine in any form, alcohol, smoking, vaginal sprays, artificial lubricants and stredss can prove too be a hindrance in conception. And there’s been no word yet
    frm any of the star’s reps. He will be larger than the
    female, his forehead is thicker, and we have observed that if the
    discuus are a bit shy, the male wil have a tendency to stay between the female and the
    observer.

    First and foremost iis the best imjage quality, but
    true greatness is noot to have to move quickly to get all your favorite episodes!
    Police andd social services were sijlent oon the exploitation because of
    fear that it would be termed a racial issue, The Daily Mail
    reported. Not just this, something ass simple as getting enough sleep
    can be a big help iin reducing stress. So if you find yourself having an allergic rection after sex give upp all the
    lubricants andd any orher products you might have been using and seee if that makes
    a difference. Perhaps it’s the safety and anonymity of
    the internet that now enales women to say exactly what’s on their minds.

    I give itt my highest ratings. Why is this happening iss the
    real question. When a couple is trying too conceive, they should
    ensure that their bodies are healthy, disease-free and prepared
    for it. Thiss show has a more realistic picture of New Yorrk as sayying that the movie You’ve Goot Mail, and
    others. Does first time sexx huft for females?
    With its elastic muscular walls, the vagina can change
    its size to accommodate any object inside iit aand then return to
    its original size prior tto penetration.

    Thee rosiness may be just because your inner happiness reflects on your face.
    Though it was a Navy neighborhood and supposedly aall vendors are supposed to be vetted by the civilian housing management, thus one had somehow slipped their attention. Those whoo
    want to engage in phone chatting ffor money should have a pleasant enough
    voice, if not downright sexy. Ask yourself this:
    Have we really established a connection which
    can pdovide a foundation for a good relationship? It’s hard to be a clueless chump, getting rejected
    and ignored every sngle day.

    If one or both of you are not willing to talk,
    then divorce becomes likely. I recently attended a function where during after dinnner conversation, several of the women swore they were in rlationships they would
    otherwise have not been it were it not for thee
    sex? One thing is certain if you have no conversation outside of the bedroom you don’t need a rocket scientist to confirm the answer to this question. This type
    of subversive scare tactic for abstinence wilpl only lead to more broad generalizatikons and
    misconceptions about sexual health and well being. The
    treatment involves topicql application of creams like
    acyclovir or penciclovir on the infected area.

    What is the reason behind the divorce rate being so high despite living in a
    country that is known tto have no shortwge of information or
    education resources?

    Because therre are some very informed and educated womnen who do not want to
    have sex prior to marriage. While a script may help get you started, once you get really
    good at this, yoou will not need a script any longer
    and be able too pick up on whhat type of persona the
    caller is looking for. From what to say, to when to say it.
    If she sees nothing that grabs her interest – she’ll stop searching.
    For instance, men whoo hae regular sex tend to have lower lood pressure.2) Rob abstains until Tuesday morning (observing three day rule).
    They just go with what they thin may be good.

    Method Number 4: Using Neocontrol chair This is a special chair that uses magnetic
    fields to stimulate pelvic muscles. It can add
    up extremely quifkly if you are calling several different lines
    in order to find one that you feel comfortable talking with.
    Men’s flirting styles go a little further, they demonstrate their social status with moves that may include flashing cash,
    talking about their occupations, cars, annd other toys for the big boys aside from
    the signs mentioned above. A copnstant stream oof eggo pumping.
    Chen is also an unorthodox matchmaker who have brought together many couples
    who had been resistive about marriage in tthe first place, bringing unwilling
    men and women togethsr and turning their lives arround by guiding tyem on how to
    maintain a lasting marriage. Obviously,there are no absolute guarantees and the truth to always kewp in mind is that having a healthy baby is more important
    than anything else.

  16. I had promised yself that it would be Him to whom I gave attention, allegiabce and adoration. She asked thee sales clerk if she could hold the puppy.
    How come the right words are very hard to say sometimes?
    Shhe had messed up her life and the lifde of the only man who had ever loved her.
    There is no cost involved to avail this service. The speaker’s father attempts to prove his love his daughter is greater than that of the speaker’s mother.
    Sometimes we also doubt iif this is the prson that I will really spend the rest of mmy life.

    Thee list does not end here, there are many other songs that will makie you fall in love and cherish
    it forever. 5 Lovving Tips About Canadian Girls And
    Women In Canada Canada girls or Toronto women aree differennt from other Western women. They offer both free “sampler” readings as well as readings that there
    is a charge for. In fact those three words can drive some of us nuts.
    Look for guys with a more solid foundation thgan six pack abs.
    When in love,one may not consult for matching of the horoscopes.

    Though a cae delivered at midnight does not compensate your absence buut still
    your child will remember this surprise forever and will love you more for your effort.

    Cartier Love Necklaces simple and clear lines tell sobrr clarity and exciting move of God’s
    grace. However, many of guys fail to do that. The juxtaoosition of these two views
    – Dido as a fool annd as a simple victim of fateful misfortune – points to the
    idea that suffering is inevitably a product of love.
    The ekdosis consisted of a sequence of rittes and ceremonial procedures that lasted about two days.
    It is very common and natural thing for any man.

    You’re The First, The Last, My Everything Barry White I know there’s only,
    onmly one like you. Some palists and exdperts profess that
    love line is nothinbg but tthe heart line. Because she could
    not locate Eros, sshe went to the goddesses for help.
    Secret 5: Nurturethe relationship. And I will always love you.
    You find out exactly what you aree made of.

    Harmony, proportion, well-organized, in every Cartier love Bracelets cann be naturally integrated in the design and presented.
    This is a sure indicator of things going down hill.

    Uphold the spirit of the brand’s pursuit of excellence, too
    the representative’s name and design to create each of a silver ornaments
    and jewelry, all with classic style, with long-lasting shine bright light.
    It helps to lookk cute, with the appearance of compassion but a soul of evil.” I’m glad to see Toastee keeping it ral and pray she keeps hher clothes on, keeps sober, and keeps her eyes on the Great Physician to help her become a great physician. Not only yes, butt burn it quickly.

    Here aree few easures that you can adopt to display your love that you have in your heart for the god. Every girl needs a nnew pair of colourful footwear for the shmmer weater and Schuh is your best bet. Humans can only find these things in God. Why do sme guys “turn down” love and
    like to go from women to women on purely a sexual bawsis never wwnting an intimate relationship?
    Whhen you open your heart to someone, you have to trust them to take care oof
    it, forever. When you are marrying someone, it is supposed to be for life.

    She was so passionate about finding “the one,” she could nevfer be happy with her current relationships.
    How can you make a guy commit? Thhere is noo shortage
    of beautiful women tto gaze upon. Pulic sympathy
    went against Tom Neal because he had been a boxer
    iin his younger days. When you spend time together, help each other ouut with chores to
    free up more time too spend together. Is there an easy way to move on?

    Are we redally destined to bee with someone? Do you know
    how you show your love each day to the one you
    love? Your guy will bee falling in love with you before he even realizes
    it. This might sound obvious, but it’s amazing how many girls kdep falling
    for the wrong guys over annd over again. ArticleOnCall Free Article Directory Why Do We Love?
    Don’t say you’ll go to some sappy love story movie and then complain the whole time, see if you can’t find something
    inn the experience enjoyable.

    Fight for Love.” The Sword iis iin your hand. Gifts represent your love and show howw much you cazre for yiur loved ones. This tale is the monomyth, the story of the Hero’s Journey. He marriedd twice. Some people are just boring. He passionately searched for an answer. Side Note, if you still do not own a digital camera yet and are planningg to get one, which you should because yoou will need it, I recommend you buy a larger memory ass well.

    But no worries! It is also said that Love is God, and Good is Love. It seemed an eternity, though it wasn’t probably more than a half hour, for the buggy to round the bend and clop, clop, clop up tto the walkway. Muriel references to the Encyclopedia Americana. Secret 4: Seek confirmation.

    People, we blok our own good by alloing trash in our minds. This maies them aggressive. Psyche- Goddess of the Soul Psyche wasn’t always a goddess; she just marrioed into a family of them. Professional life. If he brings hoome a nice bottle of wine for youu to share instead oof a six pack of beer; that’s a sign that hhe is thinking about you. Is his because they are scared to get close to someone or that they really only need sex and nothing else?

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