Comparative advertising

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Another type of dishonest promotion. It is a hidden or transparent message with great pressure on the consumer. Due to high competition, manufacturers resort to various ingenuity to present their product in the best light among those already on the market. The propaganda is so strong that consumers begin to take everything at face value, wanting to buy the product whose qualities are more fully disclosed.

Unfair advertising is punishable by law in the situations listed below:

promotion degrades the quality of other products created by other companies;

Promotion tells consumers about the medicare leads email list benefits of a product that it does not have, or unreasonably elevates it among other, absolutely identical ones.

Explicit comparison of advertised goods with a competitor's brand is rarely used by Russian companies. PR workers understand perfectly well that using the name of another company can have an ambiguous effect on the consumer's perception. Some people will receive information about the availability of variety, and an alternative choice will appear. But a large number of manufacturers are ready to use dishonest advertising to promote a product.

Comparative advertising

It is worth noting that from the point of view of the law, open communication with a company that produces similar products is permitted. Even if the name of the organization is protected by law in the form of a trademark. This type of promotion can only be prohibited if the comparison is intended to belittle the quality of competitors' goods, undermining their authority.

Implicit comparison
More often, promotion is used where the comparison is veiled. Bypassing precise formulations and specific comparison, manufacturers resort to identical words to give their product the highest reputation, to convince the consumer of exclusivity and originality. This method of promotion can be considered legal if the quality and usefulness of the product, declared in advertising materials, correspond to reality. When moral norms and rights are not violated, PR can be considered fair.

A hidden comparison of the advertised product with others is called implicit advertising. The main difficulty with such promotion is that it is difficult to honestly and reliably compare the quality of your product with that of your competitors. If the promoted product is called "the best possible", it is necessary to highlight all its features that indicate its superiority over others. If it is established that the advertised product is worse than others in some way, even in one aspect, this type of promotion may be considered deceptive and unfair.

It is very dangerous to use the method of openly declaring the superiority of your product over others in promotion, as this may attract the attention of the FAS and other legal structures. It is important to calculate all the risks and form a legal type of advertising campaign. In the event that you compare products on the market with pinpoint accuracy and make sure that your product is really the best, this cannot give a 100% guarantee that the comparative operations were really accurate.

Implicit comparison

A funny situation became a living illustration of unfair advertising when, in honor of the release of the new Lada (LADA Vesta), a screaming slogan was invented that called on consumers to part with a non-Vesta. Such an appeal was invented so that potential buyers of the car would want to take advantage of the trade-in opportunity. PR people approached the installation of outdoor advertising quite fearlessly. Bright billboards showed a bride of Asian origin, who served as a symbol of major competitors-manufacturers Hyundai and Kia. It is worth noting that Korea's response was no less original. Although Hyundai officially refrained from sorting things out, the dealer decided not to ignore the provocation. The general public was immediately shown a response slogan: "Our NON-Brides do not break"! The situation turned out to be funny and controversial.