comparative advertising

American  

noun

1. advertising in which a competing product is identified and compared unfavorably with the advertiser's product.

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comparative advertising British  

noun

1. a form of advertising in which a product is compared favourably with similar products on the market

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Etymology

Origin of comparative advertising

First recorded in 1970–75

Example Sentences

Ross Petty, a professor of marketing law at Babson College, says the FTC endorsed comparative advertising because it preferred brands to compete with one other than with an unnamed competitor.

From BBC • Apr. 11, 2014

In Europe, comparative advertising is also legal although much more tightly regulated, says Petty of Babson College.

From BBC • Apr. 11, 2014

And comparative advertising requires “a high degree of believability about the message,” said Robert Passikoff, president of Brand Keys in New York, a brand and customer-loyalty consulting company.

From New York Times • Mar. 17, 2011

In addition, says company Vice President Dr. Sheldon Gilgore, "we've decided to stay out of comparative advertising for now."

From Time Magazine Archive

So-called comparative advertising of consumer products has become increasingly common in recent years, but Burger King's drive was a fast-food first on a national level, and it plainly rankled the industry leader.

From Time Magazine Archive