Comparative Advertising - a deadly marketing tactic in the competition

The thesis aims to study comparative advertising in a brand war. For further investigation, the dissertation addresses two prime questions. The first one is about the impacts of comparative advertising on brand and consumers. Based on the first question, the second one is the explanation of why it is called “a deadly marketing weapon in the competition”. The theoretical framework begins with the definition and the historical background of comparative advertising. Then, the legal system used to manage the use of it are presented. The pros and cons of comparative advertising are also listed in this part. The Hierarchy of Effect Models in advertising is described in the next chapter. It is the frame of reference used to measure the influences of comparative advertising on consumer attitudes and behaviours. The empirical part comprises the survey as well as the Milo and Ovaltine case study. Data collated from these sources provide the practical knowledge which is compatible with the theories above. In conclusion, all questions are answered transparently. Comparative advertising is more impactful than non-comparative advertising on affecting consumers and brands. It could be an ideal strategy to promote product and brand images if companies implement it correctly by keeping it lawful, giving accurate information and using a positive voice tone