In marketing, what is the main purpose of comparative advertising?

The main purpose of comparative advertising is to highlight features or prices against competitors. This type of advertising is designed to draw direct comparisons between similar products or services offered by different brands. By showcasing how one product is superior in certain aspects, such as quality, price, or features, businesses aim to persuade consumers to choose their product over others in the marketplace.

Comparative advertising can effectively capture consumers' attention by emphasizing the advantages and benefits of a product in contrast to its competitors, influencing their purchasing decisions. This strategy not only positions the product more favorably but can also enhance brand perception when consumers see clear reasons to prefer one option over another.