Possibilities for application of comparative advertising and its effects

In recent years, it has been evident that one form of competitive advertising gained in its importance - comparative advertising. Although its extensive use has probably been inspired by the belief that the perception of relative superiority of a brand compared to competition could be encouraged in that way, research evidence suggested mixed conclusions about its effectiveness. The paper summarizes the results of previous studies in this area, and in particular those which point out the factors that can influence effectiveness of comparative advertising. Additionally,, the paper summarizes the opinions of some authors about the long-term influence of this form of advertising on brand, and gives the recommendations for its more effective use.