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Samsung uses and misuses of comparative advertising. But by wanting to Apple its target, Samsung makes it not rather the reference?
In terms of business strategy, there is a rule known and frequently used: it does not mention the competition, and we avoid comparing themselves to it. Of course, depending on the context, this rule can be cleverly circumvented or ignored. This is also what is used to comparative advertising.
But it is a strategy to be used with great caution because the risk is great that the message turns against you. This is apparently what does not seem to have included Samsung, whose fixation on Apple seems to veer pathological or pathos.
I'll spare you here the complete list of advertisements for Samsung smartphones and tablets in recent years systematically taking the iPhone or iPad to "target", as it would be long and ultimately boring. But one thing seems clear: whether conscious or not in the minds of consumers, these ads - often humorous, which does not change the substance of the message - probably have an effect, and it is the opposite to that expected by the Korean brand: a great tribute to Apple.
In fact, Samsung by publicly displaying his fixette on Apple, shoots himself in the foot: the Korean wants to make the iPhone and iPad targets. It actually against all odds ... references. And demonstrates thereby that runs behind Apple never catch up (although in reality it is on certain points before).
In fact, Samsung's advertising strategy for its smartphones and tablets is based solely on a comparison with Apple. It is a little short for a powerful firm, right? Nothing worse for a brand that show such signs of allegiance to its main competitor. It's a shame because the Samsung products worth certainly better than somewhat obsessive treatment or infant.