Comparative advertising means that you directly compare your business or product to a competitor's offering. This ad approach is commonly used by companies in a competitive positioning strategy. In ...

When a company points out its own advantage, or a competitor's weakness, in its advertising by making direct or indirect references to the competition, it's called comparative advertising. In 1979, ...

IP law balances protecting individuals and companies from unfair use of their endeavours with promoting healthy competition – and comparative advertising clearly demonstrates this balance IP law is ...

Comparative advertising can be an effective marketing tool to tout product benefits vs. competitors, but consumers shouldn’t need to read confusing fine print disclaimers and whip out their ...

Last week we blogged about a recent decision of the National Advertising Division of the Better Business Bureau, holding that two YouTube videos for Rayovac brand batteries misleadingly communicated ...

NEW YORK: Even though a brand may feel empowered by its category leadership, comparative advertising may not work to the product's advantage, according to a new study in the Journal of Advertising ...

Competitive advertising is back, with three major restaurant chains having recently debuted campaigns using direct or thinly veiled comparisons between their own brand offerings and those of rivals.

Comparative advertising is a useful tool for a company to stand out in an increasingly competitive market. Keshav S Dhakad and Vaishali Mittal of Anand & Anand examine the advantages and the pitfalls ...

The High Court recently dismissed Unilever’s appeal against a Standards Appeal Council decision, denying it the right to continue using the terms “10X cavity fighting” in its Pepsodent toothpaste ...

We've all seen ads claiming that one car outperforms another one, that one paper towel holds more water than another, or that one beer tastes better than another. Does comparing one brand to another ...

Procter & Gamble Co. has asked rival Frito-Lay to pull TV and print advertising that says consumers prefer Frito’s Stax crisps to P&G’s Pringles. P&G sent a letter to Frito-Lay calling the ads false ...

D2C cowboy boot brand Tecovas is out with a new ad campaign from Greatest Common Factory that pokes fun at comparative advertising. The “Versus” campaign compares the brand’s boots to items that ...