MR1500: Consumer Behaviour Group Assignment #4 Date Submitted: November 15, 2011 1. Discuss some conditions where it would be advisable to use a comparative advertising strategy. Comparative advertising strategy is defined as advertising where the advertised brand is explicitly compared with one or more competing brands and the comparison is oblivious to the audience. Some conditions that would be advisable to use comparative advertising strategy would be with products with a well-known and desirable standing in society, either associating or differentiating the two.
Some examples of this includes Pepsi and Coke, Tide and Sunlight, Palmolive and Dawn, Bounty and Scotts , Charmin and Cottonelle. All of these examples use comparative advertising for example Pepsi and Coke often does taste tests to prove one or the other is a better tasting product. Bounty and Scott often compare their paper towels on commercials to prove one or the other is stronger, more absorbent and can clean up more of a mess. Some of these commercials compare the quality of their product being the same, but for less money. 2.
A marketer must decide whether to incorporate rational or emotional appeals in its communications strategy. Describe conditions that are more favourable to using one or the other? Markets deciding between whether to use incorporate rational or emotional appeal must base their decision on the type of product they are selling. Rational appeals include listing products benefits and providing convincing proof. Emotional appeal is used when the marketer is trying to relate to a memory or feeling which would make you feel that way again or prevent that feeling if it is negative.
Selling something that makes you feel better about yourself would be more likely to use an emotional appeal. An example of this would be Dove commercials. They are used to make women comfortable in their own skin and beautiful just the way they are. A situation that would be appropriate for a rational appeal would be investing in insurance. Progressive Insurance uses examples of how much money you would save and the benefits of using their insurance in comparison with other companies. 3.
A government agency wants to encourage the use of designated drivers by people who have been drinking. What advice could you give the organization about constructing persuasive communications? Discuss some factors that might be important, including the structure of the communications, where they should appear, and who should deliver them. Should fear appeals be used? If so, how? Emotional appeal in advertising is very affective as it appeals and relates to everyone. Using fear as an emotional appeal to discourage drinking and driving would be an effective