Competition in Marketing: A Deep Dive into Advertising Rivalries
DOI:
https://doi.org/10.63995/BVIT4813Keywords:
Advertising wars; Brand loyalty; Competitive strategy; Consumer perception; Digital media; Marketing innovationAbstract
Competition in marketing, particularly through advertising rivalries, is a dynamic and pivotal aspect of business strategy. This deep dive explores how companies use advertising to differentiate themselves and capture market share in highly competitive environments. Advertising rivalries often involve creative campaigns, aggressive pricing strategies, and innovative use of media to attract and retain customers. The study examines notable cases of advertising wars, where companies have engaged in direct and indirect confrontations through their marketing efforts. These rivalries not only influence consumer perceptions and brand loyalty but also drive industry innovation and set new standards for marketing practices. The impact of digital media and social platforms on advertising competition is also analyzed, highlighting how real-time feedback and viral content have transformed traditional marketing strategies. By understanding the mechanisms and outcomes of advertising rivalries, businesses can better navigate the competitive landscape, optimize their marketing tactics, and achieve sustainable growth. This exploration underscores the importance of creativity, strategic planning, and adaptability in maintaining a competitive edge in the ever-evolving world of marketing.
Downloads
References
Robert Cluley. Essentials of advertising. Kogan Page Publishers, 2017.
C Scott Hemphill. “Disruptive incumbents”. In: Columbia Law Review 119.7 (2019), pp. 1973–2000.
Robin Wensley. “The basics of marketing strategy”. In: The marketing book. Routledge, 2016, pp. 53–85.
Gavin Kilduff, Adam D Galinsky, Edoardo Gallo, and James Reade. “Whatever it takes: Rivalry and unethical behavior”. In: Intl. Association for Conflict Management, IACM 25th Annual Conference. 2012.
Oliver Ava, Muhammad Oscar, and Tommy George. “The Impact and Prevention of Latch-up in CMOS in VLSI Design”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 1.1 (2020), pp. 1–13.
Gavin J Kilduff, Adam D Galinsky, Edoardo Gallo, and J James Reade. “Whatever it takes to win: Rivalry increases unethical behavior”. In: Academy of Management Journal 59.5 (2016), pp. 1508–1534.
Mark Glick, Catherine Ruetschlin, and Darren Bush. “Big tech’s buying spree and the failed ideology of competition law”. In: Hastings LJ 72 (2020), p. 465.
Philip Kotler. Marketing insights from A to Z: 80 concepts every manager needs to know. John Wiley & Sons, 2003.
Rich Horwath. Deep dive: The proven method for building strategy, focusing your resources, and taking smart action. Greenleaf Book Group, 2009.
Nesim Yilmaz, Tuncer Demir, Safak Kaplan, and Sevilin Demirci. “Demystifying Big Data Analytics in Cloud Computing”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 1.1 (2020), pp. 25–36.
Joan Magretta. Understanding Michael Porter: The essential guide to competition and strategy. Harvard business press, 2012.
Douglas C West, John Battice Ford, and Essam Ibrahim. Strategic marketing: creating competitive advantage. Oxford University Press, USA, 2015.
Vijay Kumar and Shaphali Gupta. “Conceptualizing the evolution and future of advertising”. In: Journal of advertising 45.3 (2016), pp. 302–317.
Louisa Ha. “Media models and advertising effects: Conceptualization and theoretical implications”. In: Journal of Current Issues & Research in Advertising 17.2 (1995), pp. 1–15.
Antonio Lorenza, Gabriella Caterina, and Bianca Isabella. “Machine Learning Techniques for Accurate Prediction of Proteins Function”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 1.2 (2020), pp. 85–96.
Hal Brands. “The lost art of long-term competition”. In: The Washington Quarterly 41.4 (2018), pp. 31–51.
Christian Geisler Asmussen. “Strategic factor markets, scale free resources, and economic performance: The impact of product market rivalry”. In: Strategic Management Journal 36.12 (2015), pp. 1826–1844.
W Chan Kim. “Blue ocean strategy: from theory to practice”. In: California management review 47.3 (2005), pp. 105–121.
Michael Serazio. “The other ‘fake’news: Professional ideals and objectivity ambitions in brand journalism”. In: Journalism 22.6 (2021), pp. 1340–1356.
Jimeno Estanislau, Federico Hermogenes, and Bernardo Clemente. “Battery Energy Transformation and Unravelling the Thermodynamics of Energy Storage and Conversion”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 2.1 (2021), pp. 122–135.
David Light Shields and Brenda Light Bredemeier. True competition. Human Kinetics, 2009.
Pierre-Jean Benghozi and Elisa Salvador. “Technological competition: a path towards commoditization or differentiation? Some evidence from a comparison of e-book readers”. In: Systèmes d’information et management 20.3 (2015), pp. 97–135.
Margaret Hughes-Morgan and Walter J Ferrier. “‘Short interest pressure’and competitive behaviour”. In: British Journal of Management 28.1 (2017), pp. 120–134.
Andy Lockett and Steve Thompson. “The resource-based view and economics”. In: Journal of management 27.6 (2001), pp. 723–754.
Manuel André, João Margarida, Heitor Garcia, and Augusto Dante. “Complexities of Blockchain Technology and Distributed Ledger Technologies: A Detailed Inspection”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 2.1 (2021), pp. 164–177.
Yuan Peng. “TikTok’s Business Model Innovation and Development-Porter’s Five Forces Model, Business Model Canvas and SWOT Analysis as Tools”. In: 1st International Symposium on Innovative Management and Economics (ISIME 2021). Atlantis Press. 2021, pp. 482–489.
Mark Glick and Catherine Ruetschlin. “Big tech acquisitions and the potential competition doctrine: The case of Facebook”. In: Institute for New Economic Thinking Working Paper Series 104 (2019).
Bernard Ascher. “Global beer: The road to monopoly”. In: American Antitrust Institute 1.1 (2012), pp. 1–36.
Yadong Luo. “From foreign investors to strategic insiders: Shifting parameters, prescriptions and paradigms for MNCs in China”. In: Journal of world Business 42.1 (2007), pp. 14–34.
Theodore Elijah, James Clarence, Benjamin Anthony, and Christopher William. “The Journey and Potential of Organ-on-a-Chip Technology”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 2.2 (2021), pp. 211–223.
David S Evans and Elisa V Mariscal. “Market Definition Analysis in Latin America with Applications to Internet-Based Industries”. In: ISJLP 9 (2013), p. 531.
Kjetil Selvik. “Elite rivalry in a semi-democracy: the Kuwaiti press scene”. In: Middle Eastern Studies 47.3 (2011), pp. 477–496.
Chung Yip, Lokyi Seol, and Xu Zhu Hon. “A Step-by-Step Approach to Partial Differential Equations”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 3.1 (2022), pp. 302–315.
Noel Doherty and Nejdet Delener. “Chaos theory: Marketing & management implications”. In: Journal of Marketing Theory and Practice 9.4 (2001), pp. 66–75.
John Grant. The brand innovation manifesto: How to build brands, redefine markets & defy conventions. Wiley+ ORM, 2011.
Willie Pietersen. Strategic learning: How to be smarter than your competition and turn key insights into competitive advantage. John Wiley & Sons, 2010.
John Gallaugher. “Strategic positioning and resource-based thinking: cutting through the haze of punditry to understand factors behind sustainable, successful internet businesses”. In: International Journal of E-Business Research (IJEBR) 3.3 (2007), pp. 14–24.
Tereza Martin, Veronika Ondra, and Karolina Dominik. “The Role of Fiscal vs Monetary Policy in Modern Economics”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 3.2 (2022), pp. 329–341.
Bruno Cassiman and Sandra Sieber. “The impact of the internet on market structure”. In: Handbook of information technology in organizations and electronic markets (2007), pp. 299–322.
Isaac M Dinner, Harald J Heerde Van, and Scott A Neslin. “Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising”. In: Journal of marketing research 51.5 (2014), pp. 527–545.
Zulqurnain Ali, Saira Ejaz, Asma Aleem, Muhammad Usman Saeed, MA Tahir, and Muhammad Kashif. “Understanding E-Marketi g as a Fir’s Pro otio al tool and Its Impact on Consumer Perception”. In: International Journal of Academic Research in Business and Social Sciences 5.3 (2015), pp. 2222–6990.
Roger Dooley. Brainfluence: 100 ways to persuade and convince consumers with neuromarketing. John Wiley & Sons, 2011.
Emilia Aleksi and Veera Leevi. “Discovering the Marvels and Intricacies of Physics & Astronomy: A Journey Through Fundamental Principles and Cosmic Phenomena”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 3.2 (2022), pp. 342–353.
Nan Zhou and Russell W Belk. “Chinese consumer readings of global and local advertising appeals”. In: Journal of advertising 33.3 (2004), pp. 63–76.
Nicholas Mason. “Building Brand Byron: Early-nineteenth-century advertising and the marketing of Childe Harold’s Pilgrimage”. In: MLQ: Modern Language Quarterly 63.4 (2002), pp. 411–440.
Inge Geyskens, Katrijn Gielens, and Marnik G Dekimpe. “The market valuation of internet channel additions”. In: Journal of marketing 66.2 (2002), pp. 102–119.
Behice Ece Ilhan, Koen Pauwels, and Raoul Kübler. “Dancing with the enemy: broadened understanding of engagement in rival brand dyads”. In: MSI Report (2016), pp. 16–107.
Michael Dunford and Bing Qi. “Global reset: COVID-19, systemic rivalry and the global order”. In: Research in Globalization 2 (2020), p. 100021.
Rory M McDonald and Kathleen M Eisenhardt. “Parallel play: Startups, nascent markets, and effective business-model design”. In: Administrative Science Quarterly 65.2 (2020), pp. 483–523.
Linnea Daniel, Sondre Robin, and Matthew Aleksander. “Future Facts: Unveiling Mental Health Issues in the Digital Age”. In: Fusion of Multidisciplinary Research, An International Journal (FMR) 3.2 (2022), pp. 354–365.
Benjamin Gilad. Business War Games: How large, small, and new companies can vastly improve their strategies and outmaneuver the competition. Red Wheel/Weiser, 2008.
Rod Carveth. “The economics of online media”. In: Media Economics. Routledge, 2003, pp. 275–292.
Kai A Konrad. “Strategy in contests-an introduction”. In: WZB-Markets and Politics Working Paper No. SP II 1 (2007).
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
© The Author(s). Published by Fusion of Multidisciplinary Research, An International Journal (FMR), Netherlands.
This is an open-access article distributed under the Creative Commons Attribution license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author(s) and source are credited.