One potential advantage of comparative advertising is:

Highlighting competitive advantages is a key benefit of comparative advertising. This strategy allows companies to directly showcase how their products or services are superior to those of competitors, making it easier for consumers to understand the unique value proposition offered. By presenting a clear comparison, brands can effectively attract consumers who may be considering options from both the company and its rivals.

This approach leverages the strengths of the brand in a manner that resonates with potential customers. When executed properly, comparative advertising not only informs consumers but also builds brand awareness and preference. It can create a more informed customer base, encouraging potential buyers to favor the advertised product based on its advantages over others.

On the other hand, while escalation of competitive rivalry and litigation risks are inherent challenges in the marketing landscape, they do not serve as advantages of this practice. Similarly, negative reactions from customers tend not to align with the intended goal of comparative advertising, which is to positively influence consumer perception and choice.