Company Acme began to sell a digital camera called a Column to compete with Canon's digital cameras.In terms of comparative ads,what should be the strategy of both Acme and Canon?
A) Acme should avoid comparative ads, and so should Canon.
B) Acme should avoid comparative ads, but Canon should use comparative ads.
C) Acme should compare its camera with Canon's, but Canon should not use comparative ads.
D) Both Cannon and Acme should use comparative ads.

Question

Quizplus · Accepted Answer

Acme should use comparative ads to differentiate their Column camera from Canon's digital cameras. However, Canon, being an established brand, should avoid comparative ads as it may give the impression of insecurity in their product when compared to a new competitor. Hence, the best choice is C.

Company Acme Began to Sell a Digital Camera Called a Column