44 - Marketing comparative introduction. When Bufferin advertises that it contains more pain reliever than aspirin or Tylenol it is using
a. cooperative advertising
b. comparative advertising
c. advocacy advertising
d. institutional advertising
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Comparative Advertising Comparative advertising compares one brand directly or indirectly with one or more competing brands.
This advertising technique is very common and is used by nearly every major industry, including airlines and automobile manufacturers. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided, thus making the effectiveness of comparison advertising questionable.
In addition, companies that engage in comparative advertising must be careful not to misinform the public about a competitor’s product. Incorrect or misleading information may trigger a lawsuit by the aggrieved company or regulatory action by a governmental agency such as the Federal Trade Commission (FTC).