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Definition and Introduction

Comparative Advertising may be defined as "Advertising that compares two or more specifically named or recognizably presented brands of the same generic product or service class" and make such comparison in terms of one or more specific product or service attributes."


Comparative advertising, as a special form of advertising, is a sales promotion device that compares the products or services of one undertaking with those of another, or with those of other competitors. All comparative advertising is designed to highlight the advantages of the goods or services offered by the advertiser as compared to those of a competitor. In order to achieve this objective, the message of the advertisement must necessarily underline the differences between the goods or services compared by describing their main characteristics. The comparison made by the advertiser will necessarily flow from such a description.

Comparative advertising is a natural extension of Freedom of Speech, and a natural consequence of the free market scenario that we are in today.

"In fact, Comparative advertising in the true sense has often been confused with Disparagement."

Functional Advantages of Comparative Advertising

Comparative advertising enable advertisers to objectively demonstrate the merits of their products. Comparative advertising improves the quality of information available to consumers enabling them to make well-founded and more informed decisions relating to the choice between competing products/services by demonstrating the merits of various comparable products. Based on this information, consumers may make informed and therefore efficient choices.

Comparative advertising which aims to objectively and truthfully inform the consumer promotes the transparency of the market. Market transparency is also deemed to benefit the public interest as the functioning of competition is improved resulting in keeping down prices and improving products. Comparative advertising can stimulate competition between suppliers of goods and services to the consumer's advantage.

Advantages from the Consumer's Point of View

From the Consumer's point of view, Comparative advertising has more advantages than disadvantages. For example, Comparative advertising represents an inevitable part of the consumer decision-making process, particularly at the evaluation stage.

Consumer wants needs and looks for more information to help him in making decisions. Comparative advertising can facilitate efficient decision-making, and fill the gap in the consumer's search for meaningful information.

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* Contributed by: -
Guruprasad Pasupulety,
MBA 2007,
Tallinn University of Technology, Estonia.