The textbook discusses the various types of advertising that companies can engage in. One of the types is comparative advertising, which occurs when a "company directly or indirectly compares its brand with one or more other brands" (Kotler 358). An example of comparative advertising is this T-Mobile commercial. Although it does not make many comparisons with its competitors, it does tells customers that they can have a cell phone plan that is half the price of AT&T and Verizon. The company singled out its competitors and explicitly stated that T-Mobile is less expensive.
Although this type of advertising can be beneficial because it provides an opportunity for companies to tell customers why their products or services are superior, it also must be used with caution. As many of us have seen with the countless commercials that AT&T and Verizon have created to take stabs at the other company, it is clear that choosing this tactic may open a can of worms, leading to the competitor fighting back even harder to prove its superiority.
Karlyn Kurokawa, Section E