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 ...

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 ...