SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?

Question

Quizplus · Accepted Answer

SJC is using a strategy of comparing to exemplars by featuring one of its competitors in each ad and highlighting an advantage it has over that competitor. This approach directly compares SJC to well-known entities within the same retail segment, thereby conveying its membership in that segment.

SJC Is a New Retailer That Targets the Youth Market