Microsoft’s Classical Marketing Issues
November 5, 2009
Subtlety in Advertising Doesn’t Always Work
November 12, 2009
Show all

Attack Advertising – Part 2

Ensure that you have a solid brand position, both in product/service and in message, and then attack. That’s the formula for a very effective form of advertising. Pundits regularly say that people don’t like to see attack ads – whether for political campaigns or for commercial brands – but they work. A recent case in point is Verizon’s newest set of ads attacking AT&T. At the same time Verizon was running ads for the new Motorola Droid that attacked the iPhone, but their really effective ads are the “They’ve got a map for that” ones. They went after AT&T at AT&T’s weakest point (their network coverage) vis-à-vis their own. YouGov’s BrandIndex is reporting that Verizon’s score has been rising while AT&T’s brand perception has dropped. In fact, AT&T has been hurt so much they filed a lawsuit against Verizon. They might serve themselves better by speeding up their network upgrade instead.

Domus is a Philadelphia-based marketing communications agency offering a full range of services. For more, please visit our web site at http://www.domusinc.com.

Leave a Reply

Your email address will not be published. Required fields are marked *