Does negative and comparitive advertising work

This article on negative and comparative advertising asks the question 'does it work?' The author explains that this form of advertising emanated from U.S.

Does Negative And Comparative Advertising Work?

John Wood bds beechwood

We have recently taken a detailed look at published sources of research, and conducted some in-depth interviews and group discussions to try and shed light on the cognitive processes involved in comparative advertising. The aim of our rese

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands