Fighting the advertising battle

Abstract

Purpose: The purpose of this case is to illustrate the strategic as well as tactical dimensions of comparative advertising. The case can be used to demonstrate that the implications of comparative advertising can be analyzed from different perspectives – consumer behavior, legal framework and business and marketing strategy. Design/methodology/approach: This case was developed solely from secondary sources as a basis for class discussion. It is not intended to serve as an endorsement, source of primary data or an illustration of either effective or ineffective management. Findings: While comparative advertising appears to be a tactic by which a message about the brand is communicated to the target audience, it is embedded in business and marketing strategy. Originality/value: With competition intensifying across industries and product categories, comparative advertising will only increase and this case can provide useful insights into the emerging phenomenon.