Why is a "comparative" advertising tactic effective and what problems can it cause? How did Microsoft use it against Apple?
o Attack advertising
o Directly or indirectly compare to other brands
o Create controversy, exclude other brands from consumers' choice set, shake things up.
o Invite consumer responses which can result in an advertising war
o Microsoft vs Apple
§ Microsoft products were used by regular everyday people and that Apple was too expensive and out-of-touch. Campaign/ad "I couldn't do that on my Mac" and "I'm a PC" "laptop Hunters"