Apple and Microsoft - Deepstash

Apple and Microsoft

We've all seen the "Hi, I'm a Mac, and I'm a PC" commercials by Apple and the response by Microsoft, "I'm a PC."

Apple has been mocking Microsoft for years. But lately, Microsoft has fought back, for example, Microsoft's Zune ads, which bashed the iTunes model.

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Marketers often fight the most brutal battles in the form of comparative advertising - directly comparing one company's product to another.

Once the advertising is up, the opposition can decide to either hit back or ignore its competitor.

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These two fast food companies have fought indirectly for decades. They used product development, such as the same breakfast sandwich, to fight the war.

In 2009, Burger King confronted McDonald's with more comparative marketing. Burger King put the Whopper and the Big Mac to a taste test. But it turned out to be a failure because the public saw the ads as exploitative and racist.

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Dish used an ad campaign to compare the prices of Dish (which was much better priced) with DirectTV and cable TV.
Direct TV countered with a lawsuit, and said that Dish's claims were false as there were differences in package offers. They ran their own series of ads to debunk various Dish advertising claims.

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