Replying to Stanley Tannenbaum at the 4A's (the American Association of Advertising Agencies) 1976 Annual Meeting, Andrew Kershaw of Ogilvy & Mather Research, cites the group’s research to argue that comparative advertising falls short of traditional advertising methods, and may damage a brand's image.
Comparative advertising: the advertising industry's own brand of consumerism
Andrew KershawOgilvy & Mather
Friends, Admen, Persuaders, lend me your ears.
I come to bury comparative advertising, not to praise it.
Stanley Tannenbaum says it is a Good Thing,