Acme Company 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, as a new entrant trying to gain market share, should use comparative ads to highlight how its camera matches or exceeds Canon's offerings. Canon, as the established brand, should avoid comparative ads to not give unnecessary attention to Acme's products.

Acme Company Began to Sell a Digital Camera Called a Column