Characteristics of the audience,media,message,company,and product all play important roles in determining whether comparative advertising is more effective than noncomparative advertising.

Question

Quizplus · Accepted Answer

Comparative advertising can be more effective in certain situations, such as when the audience is knowledgeable about the product, when the message is clear and informative, when the company has a reputable reputation, and when the product has clear advantages over competitors. However, noncomparative advertising may be more effective in other situations, such as when the audience is unfamiliar with the product or when the message focuses on emotional appeals. It ultimately depends on the specific characteristics of the audience, media, message, company, and product being advertised.

Characteristics of the Audience,media,message,company,and Product All Play Important Roles in Determining