US ad conventions

[Pottree@domain.elided]

In a message dated 03/12/2002 10:57:24 AM Pacific Standard Time, 
owner-alfa-digest@domain.elided writes:


> I think you there in USA can advertise something againt something else.
> I mean there it should be possible to advertise my Grappa saying it's
> much are better than Di Matteo's one... not just THE BEST, but really
> better than THAT particular one.  Here this is not allowed.

Strictly speaking it is not against the law, but in practice a direct 
comparison with a competitor's product is rarely done.  Sometimes, in fact, 
it works backwards!  One case was a campaign for soft drinks some years ago.  
Pepsi Cola found that consumers preferred it in blind taste tests, so they 
had a head-to-head campaign built around the theme that people picked Pepsi 
over Coca Cola in tests.  But, people may prefer the TASTE of the Pepsi 
(revolting though it may be) but they like to BUY the Coke, and the result of 
the expensive effort was bigger sales for the competitor which got free 
mention and a boost in awareness.  I think that kind of thing taught 
advertisers that in most cases a direct comparison (even if you have all the 
legal ducks in a row) is too risky to try in most cases.

Nobody is going to propose, I'll bet, that when ALFA returns to the US market 
they advertise the cars in direct comparison to another marque, even if they 
could reasonably say something like, more style than a BMW for half the price 
or better performance than a Saab.

What they WILL say will make all the difference, though!

Charlie
LA, CA, USA
YMMV

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