The Existence And Prospects Of Comparative Advertising In Our Present Situation

Industrialized production of highly developed commercial society makes maturing of a large number of goods manufactured needs from consumers in exchange for money, and effective marketing channels to enable the process to be completed; At the same time, consumers will need more information to complete their purchase decisions. This mainly depends on the completion of all advertising. Productivity in today's society has greatly enriched the material, the homogeneity of the products are often the same price with numerous brands, we continue to breakdown products, and continuously improve product quality while seeking to shape the unique attributes in order to strengthen product competitiveness, But hidden inside the objective properties of the product is often not easy to identify and compare ad can be the simplest way to illustrate the unique attributes of products or higher quality. Not only that, if applied correctly, or even to raise the additional product attributes. Comparative advertising as a commodity producer and consumer information products direct means of docking, its effectiveness, persuasive and strong osmotic driving force for the purchase of a tremendous performance. Intense competition in product and advertising their own competitive makes colorful blossom of various types of advertising. The comparative advertising was in this situation came into being.With the accelerating China's economic development and the increasingly fierce market competition, comparative advertising as a type of ad the development of its increasingly prominent. However, our current law the definition of comparative advertising is not perfect, making the comparison more sensitive to advertising as a form of advertising, as compared with the properties of comparative advertising, if used improperly will often have a negative effect, or even lead to legal disputes in China practical applications in today's society constantly dispute, which caused many people in the industry misconception that all comparative advertising is illegal advertisements, resulting in the development of the current application of comparative advertising is extremely slow.Comparative advertising itself can greatly improve the information transparency of commodity markets, reduce consumer product-related information search costs, to arrive at conclusions of relatively objective product information, so consumers know and to choose the right product is guaranteed, then the real maintenance of the interests of consumers;In addition, comparative advertising is conducive to the end of commercial monopoly, making competition more intense and orderly, reduce the degree of single-brand market share, making the competitive structure of commodity markets continue to improve at the same time to promote the prosperity and development of commodity economy.Comparative advertising itself as the necessity of its existence, and to compare the ad itself has a positive meaning, planning out a lawful and reasonable, effective and make comparative advertising effective use of type features, it becomes particularly important.