The analysis of competitors in the ad relates to the claims that competitors use in their advertising content, or to the superiority of their product and service features over similar product and service features, or to deficiencies, errors, deficiencies related to competitor company products and services. The advertiser has to respond to the claims of the other firm while fighting against its competitors. Only in this way can they compete. When the competitors do not respond to their claims, the consumer believes in their solutions. In order to be able to fight in a competitive environment, advertisers must refute what they say or highlight features that are not specific to their product and service characteristics. When the consumer examines the messages of both companies, he will choose the most suitable, the most convincing one. Competing companies will advertise products and service components, production format, usage form or benefits, and the ways of transportation to consumers by highlighting weak features. Apart from these, while offering their products to consumers, they will be able to offer incentives, discounts, campaigns, etc. alongside them.

First of all, a firm should analyze its products and services first. It should be compared with similar products and services in the market and the differences and superior and weak points should be removed there. It is easier to tackle the elements that rival firms can claim and the strategy to be followed. In order to cover the weaknesses of the company's products and services that are weaker than similar products and services, the strategy identified should be followed. This should now be followed by applying the campaign, discounting, launching the product with the product and so on. If the company has not analyzed the weaknesses of its products and services in comparison to their counterparts, this examination should be done afterwards and the course should be followed accordingly. But the fact is that the advertising of competing companies struggling against each other by cross-cutting each other's products and services does not affect consumers in a positive way.

Therefore, even when in competition, the messages of promotion should be paid attention. The arguments to be forwarded, the opposite firm not reduce the situation while at the same time, the company's products, services and services should be answered about what is said to be useful parties, facilities should be put forward. The consumer does not look too hot on mutual scribbles. This time, confidence in the products and services of both companies is shaken. Messages should include positive, positive, good, useful, easy, affordable prices, etc. messages that make you feel positive. The absence of any negative messages is very important for the consumer's confidence and positive feelings. The consumer should not go into questioning as a result of promotional messages. He should not doubt.