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Healthcare Glossary
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Comparative advertising
Advertising which compares a company's product with that of competing brands. Must be used with caution to avoid accusations of misrepresentation from competitors. Comparative advertising can be advantageous to the marketplace as it informs consumers upon differences in products and allows rival businesses to state why the buyer should chose its product over another product.
See also:
Market challenger
Advertising Research
Fair Balance
Related terms
Knowledge management, Opinion leader, Launch plan, Objectives, Local advertising, Adoption curve, Offensive marketing, Grey market, Market entry, Market development, Customer service programme, Corporate strategy, Life cycle (product), Mission statement, Depth interview,
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