Advertising which compares a company’s product with that of competing brands. Must be used with caution to avoid accusations of misrepresentation from competitors. Comparative advertising can be ...

Until we saw the results. To many practitioners and academics, comparative advertising is ridiculous; to others, it is a very effective means of competing in the marketing communication war. During ...

In a political context when a candidate compares his or her record with that of his or her opponent while stressing its weaknesses, it is known as negative advertising. Similar references to ...