Comparative advertising is both entertaining and useful for consumers. For advertisers, the outcome and strategies implemented in comparative advertising are high stakes game. Marketers need to be aware of legal challenges that may arise and should follow FTC guidelines when implementing comparative advertising. They should also assess the need to pursue the strategy in the first place. It may be useful in the case when it’s difficult to differentiate your product from competition or when there’s misconception about your offering. Some good faith principles include keeping it fun and objective and avoiding targeting much smaller competitor. Finally, comparative ad campaigns need to focus on things relevant to your customers and be scalable to different customer segments.
“Comparative advertising, sometimes called “comparison advertising,” is an advertising strategy in which a brand compares itself to a competitor to highlight parity or superiority.”