Comparative advertising doesn't always make sense. A champion brand, or one that is the most recognized in an industry, should usually steer clear of comparative ads.

Comparative advertising can be an effective marketing tool to tout product benefits vs. competitors, but consumers shouldn’t need to read confusing fine print disclaimers and whip out their ...

Previous research and reviews on comparative advertising report mixed results. The authors report the results from a meta-analysis that examines the efficacy of comparative advertising. The analysis ...

To be clear, this defense of conventional comparative advertising is not an endorsement of personal, ad hominem, mudslinging attacks or the “politics of personal destruction” as practiced in ...

Phil Deschamps President, CEO GSW Worldwide Comparative advertising to consumers—whether it is applied to soft drinks, beer or politics—undermines the confidence or appeal of brands. In health and ...

The opposite was true for non-comparative ads. "Imagery processing encourages consumers to focus on a single brand rather than dividing their attention among two or more brands," explain the authors.

Although it has been documented that attitudes toward ads $(A_{\text{Ad}})$ often have a direct influence on brand attitudes, no such investigation has been undertaken in the context of comparative ...

Comparative advertising, also referred to as comparison advertising or competitive advertising, is a common form of marketing that involves making comparisons between different brands or products.