What type of advertising focuses on comparing the features or prices of a product with its competitors?

Comparative advertising is designed to highlight the advantages of one product over others by directly comparing features, prices, or quality with those of competing products. This approach not only points out the unique selling propositions of a product but also positions it within the marketplace by explicitly showing how it is superior to alternatives. It is particularly effective in markets with many similar offerings, as it helps consumers make informed decisions by providing a clear comparison.

In this type of advertising, companies can use positive comparisons to emphasize strengths, which can lead to increasing consumer interest and a higher likelihood of purchase. This strategy can be powerful in a competitive landscape where consumers are often making choices between various brands or products.