Empirical efforts in this area should address seven important research issues.
Comparative advertising may directly compare two or more brands or products, or it may take the form of an indirect comparison. Indirect Comparative Advertising Indirect comparative advertising makes a comparison between one brand or product and other brands or products without specifically naming them.
For instance, a Comparative advertising alleging that one brand of fabric softener is the best value, is the least expensive, or performs the best, indirectly alleges that all other brands of fabric softener are more expensive or perform worse than the named brand.
Direct Comparative Advertising In direct comparative advertisements, commercials will specify a competing brand or product by name and allege that brand or product being promoted is in some way superior.
This most frequently occurs when an industry is dominated by two primary competitors. For example, commercials directly alleging that Pepsi is superior to Coke, or that Apple computers are better than computers running Microsoft system software, constitute direct comparative advertising.
One famous direct-comparison campaign was when Avis admitted that it was No. One such law is that if a company uses the trademark or logo of a competing company in an advertisement, consumers must be able to identify the source of the advertisement. If Pepsi used the logo of Coca-Cola in such a way that consumers might believe that the commercial was actually sponsored by Coca-Cola, that would constitute a breach of advertising law for which Coca-Cola could rightfully sue.
Truth in Comparative Advertising The other primary rule of thumb when determining the legality of direct comparative advertising is that it must be truthful.
If Coca-Cola claims that in blind taste tests 9 out of 10 participants chose its products over Pepsi products, it must be able to prove that those tests were actually held.
Otherwise, Pepsi could sue Coca-Cola for false advertising. For the same reason, a company should never express an opinion as a fact in direct comparative advertising.Jul 09, · Comparative advertising is often said to be one of the riskiest forms of advertising in a legal context, as it typically involves deliberately rankling your competitor and sometimes treading on their intellectual property rights.
Feb 23, · Comparative advertising is a well-known and long-standing marketing tool in the UK, as it is in India and many other countries around the world. It allows companies to compare their products with a competitor, to show customers why their particular offering is better. Advertising Basics William H.
Brewster, Michael W. Rafter, Tywanda Harris Lord, Lisa Pearson, and Sabina A. Vayner. Advertising Advertising Basics William H.
Brewster, Michael W.
Rafter, Tywanda Harris Lord, Lisa Pearson, the comparative advertisements, the court agreed that the message communicated by the slogan. Sep 10, · For example, where the publisher of a newspaper television listing supplement reproduced the front cover of a competitor's television listing magazine in a comparative advertisement the magazine owner successfully sued for infringement.
May 11, · Comparative advertising is a marketing strategy where a company shows that its product or service is better than the product or service of its competitors.
A comparative advertisement is comparing the costs and benefits within the advertisement itself. This page contains the full-text reproduction of FTC's: "Statement of Policy Regarding Comparative Advertising" Dated August 13, , this Statement of Policy is an extremely important document concerning the topic of comparative advertising.