比较广告由于其直接提供了同种或同类产品之间的实质性对比信息,即减少了消费者选购商品的成本,更能使真正的优势产品迅速占领市场,因此成为众商家广告方式中的至爱,也成为企业开展市场竞争的有力武器之一。但这种广告形式对企业并非百利而无一害,由于其攻击性和攀附性的特点又使其成为一根敏感的神经,使用不当则会承担一定的风险。比较广告也因此有了“悬崖边的舞蹈”这个形象的比喻,跳得好很灿烂,跳得不好则会坠入深渊。文章对比较广告可能存在的风险及其危害作了认真分析,并提出了规避风险的若干策略。 Comparitive advertisements has become the first-choice in so many ways of advertising ,meen-while, it becomes one of the powerful weapons for the enterprises to compete for the market. However,this kind of advertising isn’t unharmful to enterprises. The character of parasitism becomes a sensitive nerve,which will bring about some risks if the comparative advertisements are misused . As a result, the comparative advertisement is so-called “dance beside the cliff”. It will be very splendid if it dances well, otherwise it will make you fall down in to the abyss. This article has discussed about the risk and harm the comparative advertisements may have , and also suggested some strategise to 0avoid the risk. |
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