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Homework answers / question archive / Please make an appropriate follow up analysis/comment related to their assigned facing group’s discussion issue response
Please make an appropriate follow up analysis/comment related to their assigned facing group’s discussion issue response. Pick an open initial post from a posting group member and go from there. Your discussion comments should add substance as opposed to asking questions. For example, rather than saying "Have you considered_____?" you should say "I think it is important to consider______". -Please write 250 words response to the discussions on the upload files and at least have 2 citations
Question # 4: Provide an example of a company using a 'competitive' advertising message.
The Burger business is very profitable, with sales estimated to be in the trillions globally. McDonald’s and Burger King are the two main competitors in this market (Khan, 2021). Over the last few decades, McDonald’s and Burger King have implemented several marketing strategies to increase their market shares. One strategy consistently used over the years is competitive advertising. Competitive advertising is defined as one company comparing a similar product against its competitor. The goal is to show superiority to influence consumers to purchase their products over their competitors’ products (Mimouni et al., 2010). Both McDonald’s and Burger King have utilized competitive advertising to lure loyal consumers.
In 2021, the culture in the Burger business shifted towards healthier options. One public concern was the use of artificial preservatives in the McDonald’s Big Mac. As a result, Burger King launched a competitive advertisement titled “Moldy Whopper.” This advertisement aimed to show consumers how quickly the Whopper would deteriorate due to the lack of artificial preservatives (Tyko,2020). This was an effort to indicate that the Whopper was superior to the Big Mac as it relates to the healthier option. Burger King has also used competitive advertisement by focusing on the taste of their products via commercialized taste tests. This was displayed by having many consumers simultaneously sample the McDonald’s Big Mac and the Whopper, with the majority choosing the Whopper.
On the other hand, McDonald’s chose to use competitive advertising to focus on its primary advantage; numerous locations (Forbes, 2021). In 2016, McDonald’s launched a commercial that showed side-by-side signs comparing their number of locations versus the minimal number of locations offered by Burger King. The commercial specifically reflected 1,000 McDonald’s locations and only 20 Burger locations (Netimperative, 2016). The goal was to show consumers that McDonald’s is easily accessible and readily available to meet their breakfast, lunch, and dinner needs.
Although Burger King has creatively utilized competitive advertising throughout the years, their revenue consistently falls to exceed McDonald’s. In 2019, McDonald’s was a 130.4 billion dollar brand, while Burger King was only worth 7.1 billion ( Murphy, 2019). A study completed in 2021 by Kantar Brand Z revealed the top ten global rankings of the most valuable brands in 2021. McDonald’s ranked in the top ten with a 20% increase in growth since 2020. Burger King did not make the list (Kantar,2021). Competitive advertising remains relevant for sustainability; however, minimal evidence supports that this form of marketing promotes long-term profitability. From a consumer’s perspective, competitive advertising is a concise comparison that allows consumers to make a quick analysis regarding two services or products. It also increases overall product awareness amongst consumers (Sanders,2022)
