Culture and Leadership
Comparative advertising is a marketing technique where a company’s product or service is compared to that of a competitor and is depicted as being better. A good example is a commercial where Wendy’s might tout that their hamburger contains more meat than the McDonald’s equivalent. This can be slippery territory because legally, the advertiser must have the ability to back up any claims made against a competitor. In other words, they have to have proof that their statement is true. So Wendy’s would need to have data showing its burger contains more meat than McDonald’s burger. If the proof is there, comparative advertising can be a highly successful method.