My office phone rang the other day and on the line was an Angus breeder who wanted to talk about advertising. He was unhappy with the way someone was advertising. I don't like it, and besides, you can't build up your cattle by running down others. The man is right.
Negative advertising is a turnoff.
Even politicians have found that it doesn't work. Some negative advertising driven campaigns were probably lost last November because of it. So it stands to reason that you probably can't sell semen from your bull by pronouncing all the other bulls in the breed as inferior. It's not believable, it brands the advertiser as a fool, and it produces a reaction in the potential customer akin to scraping your fingernails on an old fashioned blackboard. So avoid negative advertising, but be careful to not avoid all advertising that some people brand as negative.