Comparative Advertising

Comparative advertising is a marketing strategy in which a brand advertises their product/service by comparing it to that of their competitor’s. This approach involves comparison of a brand with its rival brand regarding the product’s benefits, features, value for money, price and other such attributes.

Comparative advertising could be direct or indirect, positive or negative. But companies usually go by negative approach when it comes to launching their product in the market for the first time. When comparing with other brands, companies usually prepare their claims to prove the points of better quality, benefits, value for money, etc. supported by facts and not false statements.  When choosing comparative advertising, brands should be cautious enough so as to prevent any advertising of false statements. If the advertising content provides inaccurate information or misleads consumers, the brand would end up exposing themselves to lawsuits from rival brands and other regulatory bodies such as the Federal Trade Commission.

A company opting for comparative advertising can use a fake or non-existing product that represents their competitor without revealing their trademark or any attribute relating to them. For example, a soft drink manufacturer creates an ad which shows people choosing their product due to its taste, over their rival brand’s product without revealing the brand. The Cola Wars is one of the most popular comparative advertisement.

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