Competitive advertising stresses the ways in which one product is superior to others, without naming specific competitors. Comparative advertising demonstrates how a product is superior to a particular competing brand. The Value of Advertising 1. Advertising has been attacked for being wasteful, manipulative, and too persuasive. Proponents believe that advertising adds real value for customers, channel partners, and marketers.
Effective advertising is geared toward helping customers buy and helping marketers sell.
The aim is not to make one sale but to sustain an on-going dialogue. A relationship-building approach makes marketers look outward when making decisions about what, when, and how they advertise. Advertising is not necessarily the only or best way for customers to obtain information about products. It can add value by serving as an effective method for maintaining communication. Advertising doesn't add value unless it is also effective in building profitable customer exchange relationships.