when you compare your product with the competitor’s, both get a share of the limelight

Many ostensibly classic comparative ads fell flat when the advertisers realised that not only was the competing brand getting more publicity, but also was in reality better. That’s the killing part of the story. Firstly, when you compare your product with the competitor’s, both get a share of the limelight – the other brand gets a free piggy-ride on your back. But secondly, and most importantly, your arguments have to be strong for the spotlight to remain on you. If you are not 100% sure of your product, it’s strongly advisable not to go for comparative advertising.

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Source:- IIPM Editorial

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