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Dare to Compare

Put your product to the test with comparison ads and earn top grades from your target audience.

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This story appears in the January 2003 issue of Entrepreneur. Subscribe »

How fast do your company's ads make their best argument forpicking your product over others? If it's as quick as themarketers at PUR water filters do it, you, too, earn an A+ for yourad.

Making the point in a flash doesn't get any better than thead shown here. On one side is a woman carrying a stack of plasticwater bottles 12 feet high; on the other, a shot of the simple PURway to supply yourself with the same amount of water. The headlinecaptures the essence of that comparison: "There's morethan one way to get 100 gallons of drinking water into yourhome."

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