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 ...

Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

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 ...