Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____.
A) word-of-mouth advertising
B) source derogation
C) emotional contagion
D) fear appeal
E) indirect comparative advertising

Question

Ruelis Corp. is working on a new set of TV commercials. In one of its commercials, the company's product is displayed alongside a product from an unnamed company. The commercial compares one of its products with the other company's product. In this scenario, the commercial is using _____.
A) ​word-of-mouth advertising
B) source derogation
C) emotional contagion​
D) fear appeal
E) ​indirect comparative advertising

Quizplus · Accepted Answer

The commercial is using indirect comparative advertising as it is comparing its product with an unnamed company's product without directly mentioning the competitor's name.