比较式广告是指企业通过明示或暗示的方法,极力表现出自己的品牌优势,使受众接受该品牌比其竞争品牌更优越、更适合自己的主张。虽然这种广告形式很容易出效果但也最不好把握,容易引起争端。而这次移动针对联通所做的比较式广告不仅把握精当,而且运作的非常巧妙。 Comparable advertising refers to the company through explicit or implicit methods, strongly demonstrate their own brand advantages, so that the audience to accept the brand better than its competitive brand, more suitable for their own ideas. Although this form of advertising is easy to be effective but also the worst way to grasp, it is easy to cause disputes. And this move to do more than Unicom comparative advertising not only grasp the precise, and the operation is very clever.