Comparative advertising, as the name suggests, is advertising where a party (the advertiser) advertises his goods or services by comparing them with the goods or…

What is the case for comparative advertising? One of the most effective methods for advertising a product is to compare it with competitive offerings. Side-by-side…

Comparative advertising is a form of advertising in which two or more named or recognizable brands of the same product class are compared and the…

Is a comparative advertisement more effective than a non-comparative one? Much research has focused on this question, and the evidence on greater effectiveness is often…

The increased information in comparative ads should be beneficial to consumers and increase the chances for better decision making, so it is opined. Many researchers…

Interestingly, research supports the logic that a direct comparative ad from a small-share market follower is least likely to lead to higher awareness for the…

It is argued that there is more counter arguing if the message is one-sided instead of two sided. (A message is one-sided if it presents…

Another relevant issue is whether conclusions and arguments should be spelled out explicitly in a comparative advertisement or whether the receiver should be left to…

The proper study of war is the study of history focusing on why things happened rather than what happened. One way to test the validity…