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Comparative Advertisings from Marketing Perspective

Year 2017, Volume: 5 Issue: 3, 899 - 921, 01.11.2017
https://doi.org/10.18506/anemon.263562

Abstract

The purpose of the study is to explain basic concepts of comparative advertising through marketing perspective. After the near future removal of the formal barriers against direct comparative advertising in Turkey, it will begin to appear at different mediums. There are different types of comparative advertising, such as direct comparative advertising and, indirect comparative advertising. Comparative advertisements were firstly appeared in the 1900s and legal obstacles with regard to use of direct comparative advertising were removed in United States by 1971. Direct comparative advertising has both advantages and disadvantages. When compared to non-comparative advertising, positive aspects of direct comparative advertising are informing and persuading the consumer, helping the consumer to make better comparisons among competing brands, encouraging competition, improving product features, helping to reduce the market barriers for newcomers.  Yet there are also negative aspects to it such as, it is more likely to cause consumer confusion and to reduce honesty and impartiality and also it is more likely to cause fierce competition against companies and increase the number of bad attitudes regarding advertisement, if it is used carelessly it can result in legal ramifications. There are need points to pay attention when using comparative ads to avoid adverse events.

References

  • Abramson, J. (1978). Comparative Advertising; Inoculation Theory; and the Prevention of Attitude Change among Brand Loyal Consumers: A Laboratory Experiment. Doktora Tezi. Louisiana State University.
  • Ash, S. B., & Wee, C.-H. (1983). Comparative Advertising: a Review with Implications for Further Research. Advances in Consumer Research, 10(1), 370-376.
  • Aybat, O. (2012). Comparative Ads and Their Affective Consequences: The Effect of Schadenfreude on Purchase Likelihood and Attitudes. Doktora Tezi. City University of New York.
  • Barigozzi, F., & Peitz, M. (2004). Comparative Advertising and Competition Policy. International University in Germany Working Paper, No. 19/2004.
  • Barooah, S. P., & Bhattacharya, S. (2009). Comparative Advertisements: Balancing Consumer Interest Vis-À-Vis IPR Infringement. Indian Journal of Intellectual Property Law, 7(2), 116-128.
  • Barry, T. E. (1993). Comparative Advertising: What Have We Learned In Two Decades?. Journal Of Advertising Research, March/April, 33(2), 19-29.
  • Barry, T.E., & Tremblay, R. L. (1975). Comparative Advertising: Perspectives and Issues. Journal of Advertising, 4(4), 15-20.
  • Beard, F. (2010). Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences. Journal of Macromarketing, 30(3), 270-286.
  • Belch, G. E. (1981). An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance. Journal of Marketing Resecearh, 18(3), 333-349.
  • Belch, G. E., & Belch, M.A. (2003). Advertising and Promotion. United States of America: The McGraw−Hill Companies.
  • Bodnar, P. M. (2004). Definition of Comparative Advertising. European Integration Studies, 3(1), 25-44.
  • Bozbel, S. (2010). Adwords Reklamlar Karşılaştırmalı Reklam Teşkil Eder Mi? Avrupa Adalet Divanının Verdiği Kararlar Işığında Bir Değerlendirme. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 9(18), 97-113.
  • Brown, S.W., & Jackson, D. W. (1977). Comparative Television Advertising: Examining its Nature and Frequency. Journal of Advertising, 6(4), 15-18.
  • Chevins, A. C. (1975). A Case for Comparative Advertising. Journal of Advertising, 4(2), 31-36.
  • Demir Otay, F., & Kızıldağ, Ş. (2011). Sport Sponsorships in Global Growth Strategy: The Case of Turkish Airlines. 10th International Marketing Trends Conference, Paris, France, January 20-22.
  • Demirdjian, Z. S. (1986). Attitudinal and Behavioral Response to Comparative Advertising: an Experiential Field Analysis. Malhotra N. (Ed.), Developments in Marketing Science: Proceedings of the Academy of Marketing Science: Vol: 9. Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference (s. 288-292) içinde. Cham, İsviçre: Springer.
  • Donthu, N. (1992). Comparative Advertising Intensity. Journal of Advertising Research, 32(6), 53-58.
  • Dröge, C., & Darmon, R. (1987). Associative Positioning Strategies through Comparative Advertising: Attribute vs. Similarity Approaches. Journal of Marketing Research, 24(4), 377-388.
  • Fernandes, S. (2013). Comparative Advertisement and It’s Relation to Trademark Violation – An Analysis Of The Indian Statute. Journal of Business Management & Social Sciences Research, 2(6), 67-74.
  • Grewal, D., Kavanoor, S., Fern, E.F., Costley, C., & Barnes, J. (1997). Comparative Versus Noncomparative Advertising: A Meta-Analysis. Journal of Marketing, 61(4), 1-15.
  • Hsu, C.K. (2014). An Empirical Examinatıon Of The Moderators Of Direct Versus Indirect Comparative Advertising. Doktora Tezi. Old Dominion University.
  • Kotler, P., & Armstrong, G. (2012). Principle of Marketing. New Jersey: Prentice Hall.
  • Kurtz, D. L. (2008). Contemporary Marketing. United States of America: South-Western Cengage Learning.
  • Lamb, C. W., & Pride, W. M., & Pletcher B. A. (1978). A Taxonomy for Comparative Advertising Research. Journal of Advertising, 7(1), 43-47.
  • Lamb, C. W., Hair, J.F., & Mcdaniel, J.C. (2011). Marketing. United States of America: South-Western Cengage Learning.
  • Levine, P. (1976). Commercials That Name Competing Brands. Journal of Advertising Research, 16(6), 7-14.
  • Luebbehusen, L. A. (1997). Comparative Advertising: Effects on Consideration Set. Doktora Tezi. University of South Carolina.
  • Miniard, P., Barone M., Rose, R., & Manning, K. (2006). A Further Assessment of Indirect Comparative Advertising Claims of Superiority Over All Competitors. Journal of Advertising, 35(4), 53-64.
  • Nagar, K., & Sharma, H. (2012). Brand familiarity in Comparative Advertising: Investigating the Effects on Attitudes and Intentions. (Erişim: 18.10.2016), http://www.bvimsr.com/documents/publication/2012V4N2/08.pdf
  • Pelsmacker, P. D., Geuens, M., & Bergh, J.V. (2010). Marketing Communications a European Perspective. Edinburgh: Pearson Education Limited.
  • Perreault, W. D., & Mccarthy, E.J. (2002). Basic Marketing. United States of America: The McGraw−Hill Companies.
  • Prasad, V. K. (1976). Communications-effectiveness of comparative advertising: A laboratory analysis. Journal of Marketing Research, 13(2), 128-137.
  • Rao, G. V. N. (2013). Comparative Advertising – Boon Or Bane To Consumer Interest?. NALSAR Law Review, 7(1) 26-37.
  • Raju, S., Rajagopal, P., & Unnava, H. R. (2002). Attitude toward a Comparative Advertisement: the Role of an Endorser. Advances in Consumer Research, 29(1), 480-481.
  • T.C. Resmi Gazete (2017). Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliğinde Değişiklik Yapılmasına Dair Yönetmelik. 4 Ocak 2017 Tarihli ve 29938 Sayılı Resmî Gazete.
  • Romano, C. J. (2005). Comparative Advertising in the United States and in France. Northwestern Journal of International Law & Business, 25(2), 371-414.
  • Singla, B. B., & Kumar, P. (2008). Comparative Advertising: A deadly weapon in marketing War. PCMA Journal of Business, 1(1), 80-101.
  • Scammon, D. (1978). Comparative Advertising: A Reexamination of the Issues. The Journal of Consumer Affairs, 12(2), 381-392.
  • Shaffer, G., & Zettelmeyer, F. (2009). Comparative Advertising and In-Store Displays. Marketing Science, 28(6), 1144-1156.
  • Shimp, T. A. (2010). Advertising, Promotion, & Other Aspects of Integrated Marketing Communications. United States of America: South-Western Cengage Learning.
  • Swinyard, W. R. (1981). The Interaction between Comparative Advertising and Copy Claim Variation. Journal of Marketing Research, 18(2), 175-186.
  • Tek, Ö. B. (1999). Pazarlama İlkeleri. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • The US Federal Trade Commission (1979). Statement of Policy Regarding Comparative Advertising. (Erişim: 14.08.2016), https://www.ftc.gov/public-statements/1979/08/statement-policy-regarding-comparative-advertising
  • Varey, R. (2002). Marketing Communication Principle and Practice. London: Routledge.
  • Wilkie, W.L., & Farris, P. (1975). Comparison Advertising Problems and Potential. Journal of Marketing, 39(4), 7-15.
  • Williams, K. C. (2013). Comparative Advertising as a Competitive Tool. Journal of Marketing Development and Competitiveness, 7(4), 47-62.
  • Wilson, R. D. (1976). An Empirical Evaluation of Comparative Advertising Messages: Subjects' Responses on Perceptual Dimensions. Advances in Consumer Research, 3(1), 53-57.
  • Wilson, R. D., & Muderrısoglu, A. (1980). An Analysis of Cognitive Responses to Comparative Advertising. Advances in Consumer Research, 7(1), 566-571.
  • Ziylan, Ç. (2000). Karşılaştırmalı Reklam, Reklamda Kötüleme, Reklam Yoluyla Haksız Rekabet. Her Yönüyle Pazarlama İletişimi. Ankara: Kapital Medya Hizmetleri A.Ş.

Pazarlama Perspektifinden Karşılaştırmalı Reklamlar

Year 2017, Volume: 5 Issue: 3, 899 - 921, 01.11.2017
https://doi.org/10.18506/anemon.263562

Abstract

Bu çalışmanın amacı, pazarlama bakışı açısı ile karşılaştırmalı reklamların temel kavramlarını açıklamaktır. Türkiye’de doğrudan karşılaştırmalı reklama yönelik yasal engellerin yakın gelecekte kalkacak olmasıyla beraber çeşitli medyalarda doğrudan karşılaştırmalı reklamlarla karşılaşılacaktır. Karşılaştırmalı reklamların, doğrudan karşılaştırmalı, dolaylı karşılaştırmalı gibi farklı türleri bulunmaktadır. 1900’lü yıllarda kullanılmaya başlandığına rastlanmış ve 1971 yılında da doğrudan karşılaştırmalı reklamın Amerika’da yapılabilmesine yönelik hukuki engeller kaldırılmıştır. Karşılaştırmalı olmayan reklama kıyasla, bilgilendirme, ikna etme, rakip markalar arasında daha iyi kıyaslama olanağı sağlama, tüketici lehine rekabeti teşvik etme, ürünlerin geliştirilmesine etkisi olma, pazara yeni girecek firma için pazara giriş bariyerlerini azaltma gibi olumlu yönlerinin yanında, tüketicide kafa karışıklığına neden olması, doğruluk ve tarafsızlığın kaybedilmesi, reklama yönelik daha fazla olumsuz tutumlara neden olması, firmaların aleyhine şiddetli rekabete neden olması, dikkatli kullanılmadığı zaman yasal risklerinin olması gibi olumsuz yönleri de mevcuttur. Olumsuzluklarla karşılaşılmaması için karşılaştırmalı reklamlar kullanılırken dikkat edilmesi gereken noktalar bulunmaktadır.

References

  • Abramson, J. (1978). Comparative Advertising; Inoculation Theory; and the Prevention of Attitude Change among Brand Loyal Consumers: A Laboratory Experiment. Doktora Tezi. Louisiana State University.
  • Ash, S. B., & Wee, C.-H. (1983). Comparative Advertising: a Review with Implications for Further Research. Advances in Consumer Research, 10(1), 370-376.
  • Aybat, O. (2012). Comparative Ads and Their Affective Consequences: The Effect of Schadenfreude on Purchase Likelihood and Attitudes. Doktora Tezi. City University of New York.
  • Barigozzi, F., & Peitz, M. (2004). Comparative Advertising and Competition Policy. International University in Germany Working Paper, No. 19/2004.
  • Barooah, S. P., & Bhattacharya, S. (2009). Comparative Advertisements: Balancing Consumer Interest Vis-À-Vis IPR Infringement. Indian Journal of Intellectual Property Law, 7(2), 116-128.
  • Barry, T. E. (1993). Comparative Advertising: What Have We Learned In Two Decades?. Journal Of Advertising Research, March/April, 33(2), 19-29.
  • Barry, T.E., & Tremblay, R. L. (1975). Comparative Advertising: Perspectives and Issues. Journal of Advertising, 4(4), 15-20.
  • Beard, F. (2010). Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences. Journal of Macromarketing, 30(3), 270-286.
  • Belch, G. E. (1981). An Examination of Comparative and Noncomparative Television Commercials: The Effects of Claim Variation and Repetition on Cognitive Response and Message Acceptance. Journal of Marketing Resecearh, 18(3), 333-349.
  • Belch, G. E., & Belch, M.A. (2003). Advertising and Promotion. United States of America: The McGraw−Hill Companies.
  • Bodnar, P. M. (2004). Definition of Comparative Advertising. European Integration Studies, 3(1), 25-44.
  • Bozbel, S. (2010). Adwords Reklamlar Karşılaştırmalı Reklam Teşkil Eder Mi? Avrupa Adalet Divanının Verdiği Kararlar Işığında Bir Değerlendirme. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 9(18), 97-113.
  • Brown, S.W., & Jackson, D. W. (1977). Comparative Television Advertising: Examining its Nature and Frequency. Journal of Advertising, 6(4), 15-18.
  • Chevins, A. C. (1975). A Case for Comparative Advertising. Journal of Advertising, 4(2), 31-36.
  • Demir Otay, F., & Kızıldağ, Ş. (2011). Sport Sponsorships in Global Growth Strategy: The Case of Turkish Airlines. 10th International Marketing Trends Conference, Paris, France, January 20-22.
  • Demirdjian, Z. S. (1986). Attitudinal and Behavioral Response to Comparative Advertising: an Experiential Field Analysis. Malhotra N. (Ed.), Developments in Marketing Science: Proceedings of the Academy of Marketing Science: Vol: 9. Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference (s. 288-292) içinde. Cham, İsviçre: Springer.
  • Donthu, N. (1992). Comparative Advertising Intensity. Journal of Advertising Research, 32(6), 53-58.
  • Dröge, C., & Darmon, R. (1987). Associative Positioning Strategies through Comparative Advertising: Attribute vs. Similarity Approaches. Journal of Marketing Research, 24(4), 377-388.
  • Fernandes, S. (2013). Comparative Advertisement and It’s Relation to Trademark Violation – An Analysis Of The Indian Statute. Journal of Business Management & Social Sciences Research, 2(6), 67-74.
  • Grewal, D., Kavanoor, S., Fern, E.F., Costley, C., & Barnes, J. (1997). Comparative Versus Noncomparative Advertising: A Meta-Analysis. Journal of Marketing, 61(4), 1-15.
  • Hsu, C.K. (2014). An Empirical Examinatıon Of The Moderators Of Direct Versus Indirect Comparative Advertising. Doktora Tezi. Old Dominion University.
  • Kotler, P., & Armstrong, G. (2012). Principle of Marketing. New Jersey: Prentice Hall.
  • Kurtz, D. L. (2008). Contemporary Marketing. United States of America: South-Western Cengage Learning.
  • Lamb, C. W., & Pride, W. M., & Pletcher B. A. (1978). A Taxonomy for Comparative Advertising Research. Journal of Advertising, 7(1), 43-47.
  • Lamb, C. W., Hair, J.F., & Mcdaniel, J.C. (2011). Marketing. United States of America: South-Western Cengage Learning.
  • Levine, P. (1976). Commercials That Name Competing Brands. Journal of Advertising Research, 16(6), 7-14.
  • Luebbehusen, L. A. (1997). Comparative Advertising: Effects on Consideration Set. Doktora Tezi. University of South Carolina.
  • Miniard, P., Barone M., Rose, R., & Manning, K. (2006). A Further Assessment of Indirect Comparative Advertising Claims of Superiority Over All Competitors. Journal of Advertising, 35(4), 53-64.
  • Nagar, K., & Sharma, H. (2012). Brand familiarity in Comparative Advertising: Investigating the Effects on Attitudes and Intentions. (Erişim: 18.10.2016), http://www.bvimsr.com/documents/publication/2012V4N2/08.pdf
  • Pelsmacker, P. D., Geuens, M., & Bergh, J.V. (2010). Marketing Communications a European Perspective. Edinburgh: Pearson Education Limited.
  • Perreault, W. D., & Mccarthy, E.J. (2002). Basic Marketing. United States of America: The McGraw−Hill Companies.
  • Prasad, V. K. (1976). Communications-effectiveness of comparative advertising: A laboratory analysis. Journal of Marketing Research, 13(2), 128-137.
  • Rao, G. V. N. (2013). Comparative Advertising – Boon Or Bane To Consumer Interest?. NALSAR Law Review, 7(1) 26-37.
  • Raju, S., Rajagopal, P., & Unnava, H. R. (2002). Attitude toward a Comparative Advertisement: the Role of an Endorser. Advances in Consumer Research, 29(1), 480-481.
  • T.C. Resmi Gazete (2017). Ticari Reklam ve Haksız Ticari Uygulamalar Yönetmeliğinde Değişiklik Yapılmasına Dair Yönetmelik. 4 Ocak 2017 Tarihli ve 29938 Sayılı Resmî Gazete.
  • Romano, C. J. (2005). Comparative Advertising in the United States and in France. Northwestern Journal of International Law & Business, 25(2), 371-414.
  • Singla, B. B., & Kumar, P. (2008). Comparative Advertising: A deadly weapon in marketing War. PCMA Journal of Business, 1(1), 80-101.
  • Scammon, D. (1978). Comparative Advertising: A Reexamination of the Issues. The Journal of Consumer Affairs, 12(2), 381-392.
  • Shaffer, G., & Zettelmeyer, F. (2009). Comparative Advertising and In-Store Displays. Marketing Science, 28(6), 1144-1156.
  • Shimp, T. A. (2010). Advertising, Promotion, & Other Aspects of Integrated Marketing Communications. United States of America: South-Western Cengage Learning.
  • Swinyard, W. R. (1981). The Interaction between Comparative Advertising and Copy Claim Variation. Journal of Marketing Research, 18(2), 175-186.
  • Tek, Ö. B. (1999). Pazarlama İlkeleri. İstanbul: Beta Basım Yayım Dağıtım A.Ş.
  • The US Federal Trade Commission (1979). Statement of Policy Regarding Comparative Advertising. (Erişim: 14.08.2016), https://www.ftc.gov/public-statements/1979/08/statement-policy-regarding-comparative-advertising
  • Varey, R. (2002). Marketing Communication Principle and Practice. London: Routledge.
  • Wilkie, W.L., & Farris, P. (1975). Comparison Advertising Problems and Potential. Journal of Marketing, 39(4), 7-15.
  • Williams, K. C. (2013). Comparative Advertising as a Competitive Tool. Journal of Marketing Development and Competitiveness, 7(4), 47-62.
  • Wilson, R. D. (1976). An Empirical Evaluation of Comparative Advertising Messages: Subjects' Responses on Perceptual Dimensions. Advances in Consumer Research, 3(1), 53-57.
  • Wilson, R. D., & Muderrısoglu, A. (1980). An Analysis of Cognitive Responses to Comparative Advertising. Advances in Consumer Research, 7(1), 566-571.
  • Ziylan, Ç. (2000). Karşılaştırmalı Reklam, Reklamda Kötüleme, Reklam Yoluyla Haksız Rekabet. Her Yönüyle Pazarlama İletişimi. Ankara: Kapital Medya Hizmetleri A.Ş.
There are 49 citations in total.

Details

Journal Section Research Article
Authors

İbrahim Aydın

Publication Date November 1, 2017
Acceptance Date June 4, 2017
Published in Issue Year 2017 Volume: 5 Issue: 3

Cite

APA Aydın, İ. (2017). Pazarlama Perspektifinden Karşılaştırmalı Reklamlar. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 5(3), 899-921. https://doi.org/10.18506/anemon.263562

Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.