Which advertising strategy involves making comparisons between competing brands?

The advertising strategy that involves making comparisons between competing brands is comparative advertising. This approach directly addresses the advantages of one brand over another, highlighting specific features, benefits, or pricing that favor the brand executing the campaign. By contrasting its offerings with those of competitors, a company aims to inform potential customers about why its product is a preferable choice. This method can resonate with consumers who are weighing their options and looking for reassurance in their purchasing decisions.

In contrast, pioneering advertising focuses on introducing a new product to the market, aiming to build awareness rather than compare. Event creation refers to organizing an event to promote a product or brand, often generating excitement and engagement without direct comparisons. Stealth marketing involves subtly promoting a product in a way that the audience may not immediately recognize it as advertising, which is quite different from explicitly comparing competing brands.