“Daddy, Isn’t Kindle Fire Helping iPad?”

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“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?



8 thoughts on ““Daddy, Isn’t Kindle Fire Helping iPad?”

  1. Lorna Cover says:

    Good post with good arguments on comparative marketing. However, it may well be that Amazon was targeting buyers with less purchasing power. They would be more likely to purchase a Kindle Fire because finding that extra $150 to purchase an iPad would be difficult.


  2. Jéan-Pierre Robinson says:

    The underlying problem with comparative advertising, I think, is that no matter how carefully crafted the message is, you are still putting your competitor(s) on people’s minds. You have to ask yourself if doing this unintended promotion for the competition is really worth this grand comparison which you (can only) hope will lead your audience to perceive you as ‘the best of the lot’.


  3. Stacey Mitchell says:

    You mean like how LIME’s entire budget is used to reference Digicel? A recent ad of theirs actually assisted me in identifying why I seemed to have been spending so much with Digicel with on an office prepaid. Thanks to the ad I simply changed my Plan and continued happily along.


  4. Stacey Mitchell says:

    Also that approach clearly was not helping the Surface. Want to know how popular a tablet is? Try getting a case or other accessory for it ….


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