Article
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WARC Best Practice, November 2019
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.
News
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22 October 2018
Wendy’s, the restaurant chain, has successfully leveraged the engagement potential of Twitter, the social messaging network, to serve as a “gamechanger” for its brand.
Article
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Geoffrey Precourt, Event Reports, Advertising Week, October 2018
Wendy’s, the quick-service restaurant (QSR) chain, has deployed Twitter, the social network, as a powerful tool for building consumer engagement.
News
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14 September 2018
SYDNEY: Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44% by rethinking the category’s age ‘before and after’ marketing technique, which often fails to achieve cut-through in the ...
Article
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Brooke Hemphill, WARC Exclusive, September 2018
Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44%, by rethinking the traditional ‘before and after’ shots.
Research Paper
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Fred Beard, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 296-306
U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising.
Research Paper
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Fred K. Beard, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 313-323
A replication of a 1989 survey of senior advertising agency creative practitioners shows that their views remain quite favorable toward comparative advertising that explicitly identifies competitors.
Article
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Millward Brown Knowledge Point, 2009
This Knowledge Point article states that comparative advertising can be effective even when it does not disclose the name of a specific competitor.
Research Paper
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Manfred Schwaiger, Carsten Rennhak, Charles R. Taylor and Hugh M. Cannon, Journal of Advertising Research, Vol. 47, No. 1, Mar 2007, pp. 2-13
After many years of being legally banned, comparative advertising has recently been permitted in Germany.
Article
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James Dyson, Market Leader, Issue 35, Winter 2006, pp. 18-22
In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers.
Article
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John Wood, Admap, January 2003, Issue 435, pp. 37-38
This article on negative and comparative advertising asks the question 'does it work?' The author explains that this form of advertising emanated from U.S.
Research Paper
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Jang-Sun Hwang, International Journal of Advertising, Vol. 21, No. 4, 2002, pp. 481-502
Despite the popularity of comparative advertising (CA) over the past three decades, few studies have explored how to develop this strategy outside the USA.
Article
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Gunnar Waldman, ANA Magazine, Mar 2000
The author discusses the role of the National Advertising Division (part of NARC, the advertising industry's self-regulatory body in the USA) - this is mainly to police competitive claims for truth and accuracy.
Article
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Brinsley Dresden, Admap, January 2000
An advertising lawyer shows how comparative advertising restrictions vary internationally and are changing in the UK.
Research Paper
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Stuart Van Auken and Arthur J Adams, Journal of Advertising Research, Vol. 38, No. 2, March/April 1998
Generic product category groups give opportunities for strategic market development. One of the most common objective of this focus is to achieve a competitive advantage over 'within class' rivals.
Article
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David Rickard, Admap, March 1995
This paper discusses the 1994 Trade Marks Act and its implications for comparative advertising. The new Act allows trade marks belonging to a third party to be used to identify goods and services.
Research Paper
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William Neese and Ronald D Taylor, Journal of Advertising Research, Vol. 34, No. 2, March/April 1994
A study of comparative versus non-comparative copy, to test a number of hypotheses about the superiority of the former.
Research Paper
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Prof Thomas E Barry, International Journal of Advertising, Vol. 12, No. 4, 1993
US advertisers have been using explicit comparative advertising now for two decades. There is less use of the comparative format in countries outside of the US, including EC countries.
Research Paper
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Tahi J. Gnepa, Journal of Advertising Research, Vol. 33, No. 5, September/October 1993
A study of comparative advertising in magazines. Hypotheses tested were: a) that the intensity of comparative advertising varies with the life cycle of the product; b) comparative advertising may be counterproductive, especially when used by the leading brand.
Research Paper
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Prof Thomas E Barry, Journal of Advertising Research, Vol. 33, No. 2, March/April 1993
A discussion of comparative advertising (where brands are advertised through directly comparing against/attacking other brands).
Research Paper
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Prof Jeffrey J Stoltman and Prof Darrel D Muehling, International Journal of Advertising, Vol. 11, No. 2, 1992
The use and relative effectiveness of comparative advertising has been extensively studied and reported on in the marketing and advertising literature.
Article
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Ross Denton, Admap, September 1991
Describes the new EC Directive, amending directive 84/450/EEC on misleading advertising. If the proposal for this Directive is passed by the Council and implemented by Member States, there will be new rules to define trademark issues better, and permit (with safeguards) reference to competitors' marks.
Article
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Ross Denton, Admap, December 1990
No European country, apart from the UK, currently allows comparative advertising. The EEC's draft directives, although restrictive, may have the effect of allowing comparisons across Europe if they are not misleading or unfair, and have little effect on the UK.
Article
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Stanley Tannenbaum, Classic Speeches - 4As, 1976
Speaking at the 4A's (the American Association of Advertising Agencies) 1976 Annual Meeting, Stanley Tannenbaum, of Kenyon & Eckhardt, discusses what comparative advertising offers the consumer, as well as the legality and ethics of named comparative advertising.
Article
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Andrew Kershaw, Classic Speeches - 4As, 1976
Replying to Stanley Tannenbaum at the 4A's (the American Association of Advertising Agencies) 1976 Annual Meeting, Andrew Kershaw of Ogilvy & Mather Research, cites the group’s research to argue that comparative advertising falls short of traditional advertising methods, and may damage a brand's image.
