With direct comparative advertising, advertisers:
A) explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.
B) present two-sided messages about their offerings.
C) show an offering that has features similar to that of a competitor's offering.
D) explicitly discount or attack the competitor's message source.
E) use the disrupt-then-reframe technique to disrupt consumers' cognitive processing of the communication.

Question

Quizplus · Accepted Answer

Direct comparative advertising explicitly names a competitor or set of competitors and attacks them on the basis of an attribute or benefit. This approach is sometimes controversial, but it can be effective in grabbing consumers' attention and differentiating a brand from its competitors.

With Direct Comparative Advertising, Advertisers