Battle of the brands goes online

03/9/2012 | iMedia Connection

A growing number of brands are using digital platforms as staging grounds for confrontational ad campaigns that seek to draw a direct comparison between rival brands. Comparative campaigns risk aggravating some on-the-fence consumers, writes Kyle Montero, but that hasn't stopped brands such as PepsiCo, Apple, Samsung and Audi from using Web videos and other online tools to lob zingers at their rivals.

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