“Daddy,” a little girl asked, “why are they comparing the Kindle Fire with the iPad in that advertisement. Don’t they know that they are reminding me how good the iPad really is, and my sister’s Kindle Fire can’t do many of the things that my iPad Mini does. Daddy, isn’t Kindle Fire helping iPad?”
The wisdom of a 9-year that escapes the chief marketing officer at Kindle, their parent company Amazon and far too many marketers?
Nobody needs a reminder that the purpose of marketing communications should be to differentiate, remind, inform and persuade the customer to buy your product. But how effective is this common practice of comparative advertisement?
Wells, Moriarty and Burnett, in speaking of comparative advertising remind us, “Advertisers face the common threat that competitors will misrepresent their products, prices or some other attributes.” Reality is that this misrepresentation can backfire! Hmmmmhhhh.
This marketer is cautious about recommending comparative advertisements, for even if they are totally objective they can lead to unintended consequences. Let’s take the instance case of Kindle Fire and the iPad. Doesn’t Amazon realise that they are giving everyone a reminder that for the outlay of another $150 they could buy a tablet that has far more applications and much greater computing capabilities? Is that what they intended?
While Kindle is busy remaining us of iPad, here’s a no-brainer; can you guess which of the two has higher sales volumes and higher profit margins?
Is there value in comparative advertising? Certainly. Yeah. But you’ve gotta have the savvy. Know what I mean?