ue to its broad definition,

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ast August, we conducted a detailed analysis of 11 of the most competitive ads we’ve ever seen on Google. While bidding on competitors' brand names is an effective strategy in its own right, it's just one iteration of a broader marketing method called comparative advertising. Coca-Cola and Pepsi can image Basically, comparative advertising covers all marketing strategies that involve the comparison of two or more products or services.

Comparative advertising can be executed across media: digital, print, TV, radio, outdoor, etc. As long as the B2B Email List value of a product or service is conveyed through comparison with another product or service, it is comparative advertising. I have many examples to share with you. But first, I think it’s worth discussing the reasons for comparative advertising. Why compare ads? Well, I answered this question in the introduction: Like all marketing strategies, the goal of comparative advertising is to communicate the value of whatever product or service you're promoting.





While it may seem like some big brands use comparative advertising strictly to entertain people (Wendy's, for example, repeatedly tweets about McDonald's using frozen patties), the real purpose of the strategy is to communicate value. Wendy's wants you to laugh, but they also want you to associate their food with freshness. What’s unique about Wendy’s Tweet comparison ads is the way it communicates value.