Comparative advertising – useful or not?

December 7th, 2011 by Saiful

Comparative advertising is a sort of advertising very rarely used in Poland. This is due perhaps to the fact that representation in the promotion of competitive brands and its mocking is fundusze inwestycyjne considered as a step in an unjust and shameful.

Comparative advertising is advertising in a nutshell, “which allows the market to recognize a competitor or goods or services offered by him” (Article 07, paragraph 3 of this Act of 16 04 1993 on unfair rivalry). In her distinguished from the indirect comparative advertising – which won’t mention a specific product or service competition, but quite clearly gives on the understanding of what product and what the maker terms. Direct comparative advertising obviously compare our product using a specific subject. specific manufacturer.

This type of advertising is quite widely used in this U. S. – “advertising war” among Coca Cola and Soft drink Cola, and communication between businesses. In Poland, comparative advertising is exercises to lose belly fat may be used if:

- It is not necessarily misleading advertising,

- In a reliable and verifiable judging by objective criteria compares goods or services fulfill the same needs or designed for the same purpose,

- It objectively compares a number of material, characteristic, verifiable and representative popular features of those goods and companies, which may include the cost,

- Does not cause market confusion relating to the advertiser and a competition, nor between their products, trademarks, business signs or other markings distinguishing,

- It does not discredit materials, services, activities, trade marks, company or other exclusive signs, and the circumstances of an competitor,

- In relation on the zabawki goods of regional geographical indication always refers to goods of the very same designation,

- Does not take unfair benefit from the reputation of this trade mark, mark or other indication companies distinctive competitor or even regional geographical indications connected with competing products,

- Does not found goods or services seeing that imitations or replica connected with goods or services displaying a protected trade indicate or other distinguishing name.

In this form connected with advertising environment, advertising is considered a violation in the principle of free competition as well as a step unfair and violates the nice of another manufacturer. And what about consumers?

It turns out that comparative advertising would go to their imagination better versus ad is not contrasting products of different models. It is easily stored. Moreover, according to experts, this type of advertising gives consumers plenty of benefits. The customer is enthusiastic about obtaining the fullest possible expertise in any commodity or program, a reference to this proposed market from other manufacturers make the work easier. It also leads in order to increased competition between models, which compete for customers inside the same market segment, which often results with lower prices, improve product and in order to expand their range – which from a consumer perspective is advantageous phenomenon.

On the one hand we now have a completely new and interesting tool to enhance their own brand in contrast strong protests against unjust competition. Please note that comparative advertising can’t be used freely, there are limits beyond which may end in serious legal consequences because of this, loss of trust through customers.