What is comparative advertising? What are two types of comparative advertising? Which companies should use comparative advertising?

Comparative advertising refers to a marketing strategy whereby a company presents its products in a way that makes them superior compared to those of competitors. The method forms a comparison between the different products and brands. Notably, it is used by most of the marketing agents with the aim of luring consumers to buy their products while ditching those of rivals.

The common types of comparative advertising include

• Indirect comparative advertising. The method compares between a given brand of a product with another one without naming it.
• Direct comparative advertising. The method specifies the competing brand. Consequently, the product being marketed campaigns on its superiority. Notably, it is used when two brands dominate the market. For instance, Coke and Pepsi are ideal examples of companies using direct comparative methods.

Comparative advertising is commonly used by rival companies dealing with products that are close substitutes. In other words, the method is convenient in highly competitive markets.