Comparative Advertising


The concept discusses the advantages and disadvantages of comparative advertising and reviews the implementation issues and steps that organisations should consider before embarking on this type of advertising.

Technique Overview

Comparative Advertising

Comparative Advertising Definition

Comparative advertising is defined as "a creative strategy where the advertised brand is explicitly compared with one or more competing brands and the comparison is obvious to the audience" (Barry and Tremblay, 1975:15). It can be further described as a marketing communication tactic (Bei et al., 2010) and "a message format in which a coppering brand attacks another brand(s) in the marketplace by making a direct or indirect comparison of one or more product attributes or benefits" (Choi and Miracle, 2004:75).

Comparative Advertising Description *

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Business Evidence

Strengths, weaknesses and examples of Comparative Advertising *

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Business Application

Implementation, success factors and measures of Comparative Advertising *

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Professional Tools

Comparative Advertising videos and downloads *

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Further Reading

Comparative Advertising web and print resources *

Comparative Advertising references (4 of up to 20) *

  • Barry, T. and Trembley, R. (1975) Comparative Advertising: Perspectives and Issues. Journal of Advertising, Vol. 4(4), pp. 15-20.
  • Bei, L., Chu, C. and Shen, Y. (2010) Positioning Brand Extensions in Comparative Advertising. Journal of Marketing Communications, Vol. 17(4), pp. 229-244.
  • Bennett, R. (1997) Communicator Credibility, Personality Factors and Customer Responses to Comparative Advertising Claims. Marketing Intelligence and Planning, Vol. 15(2), pp. 85-96.
  • Choi, Y. and Miracle, G. (2004) The Effectiveness of Comparative Advertising in Korea and the United States. Journal of Advertising, Vol. 33(4), pp. 75-87.

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