For brands considering the tactic of explicit comparative advertising, I believe emulating the three reasons above will make their campaigns much more effective.

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There are myriad expenses involved in delivering Provenge, but the message should be clear: using a tried-and-true tactic like direct-to-consumer advertising might have helped Dendreon avoid some of the ensuing mess.

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Advertising campaigns were targeted at single men, although this sales tactic wasn't without its problems.

BBC: The rise of the ready meal