Is there value in comparative advertising?

This Knowledge Point article states that comparative advertising can be effective even when it does not disclose the name of a specific competitor.

Is there value in comparative advertising?

Comparative advertising compares the advertised brand with a named or unnamed competitor to make it look superior or more appealing. Most countries outside the United States have banned advertising that makes a comparison with a specific competitor (

are drawn from the Millward Brown Knowledge Bank, consisting of its databases of 50,000 brand reports and 40,000 ads, as well as 1,000 case studies, 700 conference papers and magazine articles, and 250 Learnings documents.