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 ...

Companies have been using combative advertising since long before Boniva v. Actonel. But when is this sort of aggressive advertising appropriate? What are the risks and benefits? Should drug companies ...

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, ...

The warning follows a change to the Committee of Advertising Practice codes this week, allowing charities to air comparative ads on TV and radio for the first time. The change brings the sector in ...

At the Automotive News Marketing Seminar in Los Angeles this month, Steve Center, American Honda Motor Co.'s vice president of marketing operations, cautioned automakers to avoid letting auto ads ...

Comparative advertising has been used by a number of reputable brands in many and varied sectors. BMW has gone tit for tat with Audi in a series of outdoor billboards, Burger King has done it to ...

The potential for negative outcomes is a very real possibility when prominent non-professional service brands identify one other by name in their campaigns. Services advertisers who use strictly ...

GlaxoSmithKline Consumer Healthcare India Ltd and Heinz India Pvt. Ltd recently brought out comparative ads in print and television claiming that their energy drinks—Horlicks and Complan, respectively ...