The Pepsi Challenge. Heinz vs Hunt's. Avis vs Hertz. These memorable ad campaigns show how powerful comparative advertising can be. But make one misstep and you can end up harming your brand. Or even helping the other guy. Beard (Univ. of Oklahoma) provides a look into the history and uses of comparative advertising. Comparative ads were virtually nonexistent until the late 1960s when the National Association of Broadcasters lifted its near ban on them, and Beard notes that's when they began appearing on TV. Once advertisers began to use product demonstrations to differentiate themselves and tout their superiority, the gloves were off. Pepsi won in taste tests. Heinz Ketchup was slower (thicker). Rental car company Avis tried harder. And, more recently, Samsung mocked Apple iPhone buyers as "Wall Huggers" looking for outlets to charge their phones. Though Beard isn't a fan of comparative advertising and questions its effectiveness, his analysis of its pros and cons show why, for better or worse, it is probably here to stay—with or without Brand X.



Summing Up: Recommended. Graduate students through faculty.

Choice Reviews

Graduate students, scholars and professionals interested in advertising and the media might find this book to be a helpful tool.

Communication Booknotes Quarterly

Dr. Beard’s book offers a timely, interesting, and comprehensive account of the strategic use of comparative advertising in the United States and abroad.

Darrel D. Muehling, Washington State University

This is a badly needed holistic look at comparative advertising and what we know about how and when it works. Beard’s historical perspective is extremely valuable, particularly given that comparative advertising has been used much more frequently in the U.S. than many other markets—but is growing now in at least some other markets. The synthesis of research findings contained in this book is highly insightful and a great addition to the literature.

Charles R. Taylor, Villanova University; Editor-in-Chief of International Journal of Advertising

A comprehensive and insightful analysis of comparative advertising research and practice.

Amitava Chattopadhyay, INSEAD