A History of Comparative Advertising in the United States

Abstract

This historical monograph addresses a gap in the extensive scholarly research literature devoted to comparative advertising-especially that which contrasts the advertised product, service, or brand with an identifiable competitor-by exploring advertisers' explanations for its appeal as a tactic throughout the previous century. Prior historical research confirms advertisers have long been aware of and greatly concerned about the unintended consequences of what they often called excessively competitive and combative advertising. Moreover, despite some thirty-five years of systematic scholarly research, two research teams recently concluded that the state of empirical knowledge regarding its effectiveness remains "equivocal." By synthesizing the extensive theoretical and empirical research literature on comparative advertising and interpreting those findings from a historical perspective, this monograph offers uniquely significant insights into modern advertising's history, theory, and practice.

Push-Me Pull-You: Comparative Advertising in the OTC Analgesics Industry

“…For example, the positive spillover to Advil of Aleve's marginal dollar attack on Tylenol is 33¢, whereas the damage to Tylenol is $2. These large numbers concur with the widespread belief among industry executives that comparative advertising potentially damages all competitors in an industry and often results in excessive levels of advertising due to persistent attacks and counterattacks (Beard, 2013). Analogous concerns have been voiced about negative political advertising in political campaigns (Johnson-Cartee and Copeland, 2013).…”

“…The executives behind a number of comparative advertising campaigns (e.g., "Soup Wars" between Campbell's and Progresso, Unilever vs. Campbell "Spaghetti Sauce Wars," "Burger Wars," "Cola Wars," "Baking Soda Wars," etc.) have all acknowledged the unintended consequences of such advertising strategies-excessive levels of advertising due to persistent attacks and counterattacks (Beard, 2013). Negative political advertising campaigns have also been the subject of similar worries.…”

“…For example, comparative advertising was illegal in many European countries until the late 1990s. Despite the prevalent use of comparative advertising, especially in the United States, there is a widespread belief that this tactic might damage all competitors in an industry (Beard, 2013). Levels of advertising in the OTC analgesics industry are indeed potentially excessive.…”

Comparative Television Advertising in the United States: A Thirty-Year Update

“…Historical research on comparative advertising confirms that frequent comparative advertising tactics for advertisers of new brands and brands with smaller market shares included "Riding the Coattails" and "Twisting the Tiger's Tail, " both of which consist primarily of targeting a single, dominant competitor or market-share leader with associative or differentiative themes (Beard 2013a). The use of these tactics is consistent with research findings and practitioner beliefs that comparative advertising is effective for achieving initial brand trial, will be more effective for new brands and competitors with smaller market shares, and will be less effective for those with larger shares and high levels of brand loyalty (Grewal et al 1997;Beard 2013b).…”

Effects of comparative claims in prescription drug direct-to-consumer advertising on consumer perceptions and recall

“…Advertising research focused on the effects of comparative advertising on consumer attitudes e including attitudes toward the ad, the brand, and product use e has produced mixed results (Ang and Leong, 1994;Beard, 2013;Demirdjian, 1983;Gorn and Weinberg, 1984;Grewal et al, 1997, Iyer, 1988. Research on the superiority of comparative versus noncomparative ads on purchase intentions, however, has been more conclusive.…”