THE
HAMBURGER
WARS
Name: Barbara Blokker
Course: Integrated Communication
Date: 2005-01-26
Problem Statement
Is competitive announce a good focussing to present your advertising of your product to the public?
Diagnosis of the problem
The problem is that the companies make out with each other through advertising and in the advertising they tend to criticize their competitors. Comparative advertising.
When they start advertising in this way the start a chain moveion.
The first confederation makes the first advertisement which criticizes the second company and they exit react on this with a lawsuit. The third company will increase from this with their own advertising and lawsuits. And this results in awful advertising and a lot of lawsuits.
If you look at this case you meet that Burger fagot started with a comparative advertising. Burger King compared their hamburger with the hamburger from Mc Donalds. Mc Donalds reacted with a lawsuit. This throw aways Mc Donalds and Burger King free forwarding witch resulted in Wendys reacting with their own lawsuit.
Although this war of words give the companies free publicity it also creates negative publicity. The lawsuits also generates bad publicity and will reverse the effect the advertising had in the first place. The lawsuits creates costs which results in a higher marketing price for the costumer. The costumer will not appreciate this and will buy less hamburgers (in this case). Which result in less network for the company.
In this case the companies in the end profited from the advertising war. But as I said in the last paragraph this is not always the case. The three companies showed an increase in sales later everything was over. People say that bad press is better than no press at all.
After this case you can ask your ego the question whether the companies had planned...
hamburgers one of my fav food it was actually good to see someone actually write about the polotics behind as some may see as a multi one thousand million or even billion dollar buisiness like maccas etc
strong done great essay
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