G&R research shows Ad B to be 59% more memorable and 29% more persuasive to women consumers than Ad A.

There are many in and out of the field of advertising who dislike comparative advertising, especially the kind demonstrated in Ad B which directly attacks a competitor's product. Opponents call such advertising unfair and they often ask, “Why give free advertising to a competitor?” Despite such criticisms, comparative advertising can be an effective advertising technique, especially for brands seeking to stake out a position in contrast to a category leader. Additionally, Ad B won this battle for the consumer's mind because, frankly, it's more interesting in every element of the advertisement: headline, illustration and copy. Especially attention-getting is the “brownie's worth of fat” illustration and copy statement that provides a graphic demonstration to which readers can relate. Also, showing a spoonful of the advertised product, which has been done with the ingredients in the jar on the right, can be very effective.