الفهرس 
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Abstract
Thesis summary :
Comparative advertising design is ”a tool to enhance the comparative state.”
Comparative advertising, as the name suggests, is advertising where the advertiser advertises his goods or services by comparing them with the goods or services of another party. Usually, the comparison is made to increase the sales of the advertiser. Either by suggesting that the advertiser’s product is of the same or superior quality to the compared product or by denigrating the quality of the compared product.
Chapter one starts by giving a brief history on comparative advertising, showing that comparative advertising was avoided until the 1970s when FTC urged Companies to use comparative advertising, then the chapter carried on by defining.
Comparative advertising is ”an advertisement that directly compares a sponsor with a ’leading brand.’” Comparative advertising is also defined by Williams and Page (2013) as ”a persuasive advertising strategy meant to communicate verbally and visually the competitive advantage of superior brands in the marketplace.”
The chapter state some of the old comparative campaigns big hit. In 1962, Avis Rent-A-Car launched the ”We Try Harder” campaign against Hertz, which made a huge success and significant impact back then. As The FTC kept encouraging network television to accept comparative adverting In 1973, comparative ads accounted for only 7% of all advertising; by 1982, 23% of advertising was said to be comparative.
There are many comparative advertising classifications, but Two main types of comparisons are used today: Inferiority comparisons and superiority comparisons. And direct or indirect
Advertisers use comparative advertising to grab the consumer’s attention, saying, ”We are better than the competition.” There was a time when good manners curbed advertisers’ notions of discrediting their competitors. But in today’s competitive marketplace, the gloves are off, and comparative advertising has infiltrated media. Many companies are increasingly using comparative advertising to target their competitors directly or indirectly.
With the slowdown in world economic growth, firms must take business away from competitors to sustain growth. Deregulation, globalization of markets, flexible manufacturing, and rapidly changing technology are producing new sources of competition. The effectiveness of a marketing strategy usually depends on the reaction of both customers and competitors.
Chapter two carried on explaining that by defining the comparative state as ”a condition or way of being that expresses a difference in amount, number, degree, or quality that exists at a particular time and place ”and how comparative advertising could affect it, and why comparative advertising strategy is good to be used to enhance it. By explaining, How comparative advertising functions? And how Designing comparative advertising can enhance the comparative state followed by stating the Pros and cons as well as Strength and weaknesses of using comparative advertising, ending by outlining the Impact of Comparative Advertising on Brand Image and Consumer Perception butting a Guideline for improving the use of comparative advertising
The third chapter, we provide an evaluation template that could be applied to any comparative advertising ad to figure out and help describe the ad, the type of comparison used, and if it has crossed any legal limits, followed by practical samples to apply it on.
The importance of comparative advertising falls in its high potential as an advertising tool that creates huge attention and recalls easily. despite that comparative advertising usage may be limited or banned either for cultural, moral, or legal aspects that differ from one country to another, as comparative advertising regulations vary from country to another some allow it openly other limited the use of it. Some banned it completely. In Egypt. in Some other MENA countries, direct comparative advertising is banded by the laws of media and advertising. The Thesis aims to point out what obstacles comparative advertising could face in the MENA region and suggest ways to overcome them and point out how comparative advertising may affect the comparative state of the sponsor brand.
The Thesis ends with three main results
· Comparative advertising can stimulus more creativity, and it is a potentially effective strategy, partly because comparative advertising generates more promotional material than non-comparative advertising.
· With reasonable regulations and clear laws, the use of comparative can be increased and be more accepted by customers as a valuable, informative tool and not attacking or deceiving one
· Comparative advertising can help brands to achieve and maintain a competitive advantage over their competitors and enhance their comparative state.