Perceptions of Indian Consumers towards Comparative Advertising

Author(s)	Dr. Nazish Hena Khan
Country	India
Abstract	In her book Craft of copywriting, June A. Valladares says that “The essence of copywriting lies in "Saying it differently while trying to say it memorably". Following her quote, in today’s emerging advertising markets the introduction of new types of advertising techniques and strategies becomes essential, those that enable different brands to differentiate their products from those of their competitors and to create a positive impact, as well as a create a memorable influence in the minds of the consumers. This particular need has given rise to a form of advertising known as ‘Comparative advertising’. The growth of this advertising strategy has led to academic discussion and research about its influence on the minds of consumers. This paper attempts to understand and analyze the influence of comparative advertising on the minds of the Indian consumers and their perception about comparative advertising as an advertising strategy.
Keywords	Comparative advertising, Consumer perception, Indian consumers, Influence of brand comparisons
Field	Sociology > Journalism / Media
Published In	Volume 6, Issue 3, May-June 2025
Published On	2025-05-17

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