Re: New Mac Ad

"Mitch" <mitch@xxxxxxxxx> stated in post 230320071954331288%mitch@xxxxxxxxx
on 3/23/07 10:54 PM:

In article <1174654247.731259.275430@xxxxxxxxxxxxxxxxxxxxxxxxxxxx>,
<"dave.melvin@xxxxxxxxx"> wrote:

That makes absolutely no sense whatsoever. If you're pointing out your
product is better, then by definition, you are suggesting your
competitor's product is worse, i.e. unflatteringly.


Sure it does. You don't see BMW bashing Lexus in their commercials do
you?
The cars do not compete on features; they compete on image and style
and fashion and such things. So neither one uses feature comparisons.

And I just saw a Hyundai commercial that talked about how they had better
safety than brand X, better whatever than brand Y... etc. They clearly
mentioned competitors by name. They are a smaller, lesser known brand than
say Toyoto or Honda so it makes sense for them to do so.

State the honest facts and let the buyer decide which machine is best
for his needs. It's as simple as that.

It could be, and probably should be as simple as that.
But the competition is often not demonstrating the features you need to
compare against; they already know they are weak there.
The competition may not be advertising features of functions in the way
that you need to make yours clearly different, let alone better.
The direct comparison of features is not something most customers would
understand, let alone be willing to undertake; they usually want
shopping to be a faster decision.

Hence the iMac line, which was supposed to provide a single model you
could expect to do all basic computer functions but which you wouldn't
need to shop around about, or learn anything beforehand. It isn't that
now; since there are plenty of models and they do list features
specifically all the time.
But the iMac was aimed at selling computers to people who didn't want
to compare anything, didn't want to set up, learn, or upgrade, just
wanted to get right to work as though computers couldn't be complex at
all.

Apple still has a very "clean" and clear product line. Compare their
offerings with, say, Dell or HP. Granted, Apple sells far fewer computers
and that does make a difference in how many product lines you want to
have...

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