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
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.