Coke vs. Pepsi is a classic example. In the Cola Wars, Pepsi, from time to time, punches up against Coke far, far more than Coke ever attacks Pepsi. Coke certainly increased their advertising in response to Pepsi in the height of the cola wars but they never attacked Pepsi outright.
Comparison advertising is also a "marketing smell" (by analogy to "code smell"). If you're doing comparison advertising, you're probably in a Cola War. Cola wars are a negative-sum game where you only have to increase advertising if the competition does--sort of a prisoners dilemma. It's preferable to avoid getting into those.
Comparison advertising is also a "marketing smell" (by analogy to "code smell"). If you're doing comparison advertising, you're probably in a Cola War. Cola wars are a negative-sum game where you only have to increase advertising if the competition does--sort of a prisoners dilemma. It's preferable to avoid getting into those.