Comparative advertising is a long-established practice within the advertising industry but practitioners remain divided over its degree of effectiveness. Message strategy is crucial with comparative advertising, and leaves no room for error. The effective execution of a comparative advertisement depends on its tone, and excessive negativity or competitor exposure could be an important reason why such advertisements may conflict with positive branding. Attack-style comparative advertising should be avoided wherever possible, as negative messages about a competitor may overshadow the brand’s own message.
Definition
Comparative advertising is an advertisement in which a particular product, or service, specifically mentions a competitor by...