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What is Comparative Advertising?


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Did you know that the average American sees over 5,000 ads per day? That’s a tremendous amount of content to compete with, especially if you’re running a small business or a new startup.

To stand out, you must clearly communicate to consumers what’s so great about your products and why they’re superior to competitor models.

One strategy by which to do this is comparative advertising. It requires a little finesse, so before you add comparative advertising to your marketing strategy, here’s a rundown of how it works

An Overview of Comparative Advertising

Comparative advertising means directly comparing your product to a rival’s product to show why your item is better.

Is it OK to go after another brand like this? Sure. The Federal Trade Commission (FTC) permits companies to use this marketing strategy (within limits, which we’ll talk about) for three reasons:

  • Comparisons encourage healthy competition in the marketplace.
  • Clear, verifiable comparisons help customers…



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