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When most of us think of Liability Insurance, we envision coverage for such things as Bodily Injury, Medical Payments, or Premises Damage.  One area we often overlook, and an important area at that!, is what is classified as “Advertising Injury.”  One aspect of this is what is known as Comparative Advertising.  This became a “thing” during the 1980s.  Below are a couple of prime examples!

In the 1980s, during what has been referred to as the cola wars, soft-drink manufacturer Pepsi ran a series of advertisements where people, caught on hidden camera, in a blind taste test, chose Pepsi over rival Coca-Cola.

The use of comparative advertising has been well established in political campaigns, where typically one candidate will run ads where the record of the other candidate is displayed, for the purpose of disparaging the other candidate. The most famous of these type ads, which only ran once on TV, consisted of a child picking daisies in a field, while a voice which sounded like Barry Goldwater performed a countdown to zero before the launch of a nuclear weapon which explodes in a mushroom cloud. The ad, “Daisy“, was produced by Lyndon B. Johnson‘s campaign in an attempt to prevent Goldwater from either winning the nomination of his party or being selected as president. (For more examples, go to

“I know you are probably thinking,” Jim Bivona of Bivona Insurance Group, LLC, an Independent Insurance Agency that serves the Phoenix Metro area regarding Insurance including Phoenix, Scottsdale, Glendale, and Peoria, Arizona to name just a few, shared with a somewhat solemn grin in his voice, “that TV Ads never have been, and never will be!, a part of your Marketing Plan and therefore ‘Advertising Injury’ is nothing you have to ever worry about!  In fact, you couldn’t be further from wrong!”

And, he is absolutely right!  You see, what you have to be aware of in this realm is much more subtle – copyright infringement, malicious mischief, libel, and slander.  What can happen, and often does!, is that your business is harmed when someone starts a rumor that your business provides inferior products or has poor customer service.  As a result, lawsuits can ensue for personal and advertising injury for damaging profitability and reputations!

As you can see, understanding YOUR PEORIA, ARIZONA BUSINESS AND LIABILITY INSURANCE certainly is not something you want to ignore if you ARE, in fact, intent on making sure your Company and Employees are adequately and completely protected!  As a result, you should contact Jim Bivona at 623-256-1000 with any questions, and he  will be happy to discuss this concept with you in greater detail, and suggest some ways you may be able to improve your Business Coverage.

To learn more about the BIVONA INSURANCE GROUP, LLC go to

(To learn more about this issue, check out “LIABILITY INS.”)