Discuss the pros and cons of using a comparative advertising appeal for one of the following ...

Student answers will vary depending on the product category. For a “challenger” brand, showing comparisons where the challenger performs better than the market leader is often convincing — it will make consumers think more about the brand than they currently use.  Some of the risks of comparative advertising are: the brand leader may retaliate and the brand that made the comparisons may need adequate financial resources to fight an advertising war. Also, any claims made must not mislead the public — or the market leader can instigate legal proceedings. Critics of the comparative appeal believe a brand should stand on its own merit.