Comparative advertising is typically used when:

Comparative advertising is particularly effective in scenarios where growth is sluggish or competition is strong. This type of advertising explicitly compares one brand to another, highlighting the advantages or benefits of the brand being advertised over its competitors. When market growth is stagnant or when numerous brands vie for consumer attention, companies often resort to comparative advertising as a strategy to differentiate themselves and persuade consumers to choose their product over alternatives.

In a competitive market, where consumers have many options, showing how one brand outperforms the competition can create a compelling reason for consumers to switch their preference. Thus, the use of comparative advertising acts as a tactical move to gain market share and enhance brand visibility in a crowded landscape.