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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Comparative Advertising as a Competitive Tool

Author(s): Kaylene C. Williams, Robert A. Page, Jr.

Citation: Kaylene C. Williams, Robert A. Page, Jr., (2013) "Comparative Advertising as a Competitive Tool," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 4, pp. 47 - 62

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Comparative advertising can be an effective way for new brands to break into markets and for

established or tired brands to reposition and regain lost market share. Over one-third of advertising is

comparative in nature, while approximately one-quarter of advertising directly identifies or names the

competitive brand. (Freeman, 1987) Given that comparative advertising is so prevalent, the focal point of

this paper is how to improve the use of comparative advertising. The topics in this paper include:

definition and use of comparative advertising, history and background of comparative ads, the pros and

cons of using comparative ads, how comparative advertising functions, and guidelines for the improved

use of comparative ads.