With ____,advertisers explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.
A) two-sided messages
B) one-sided messages
C) indirect comparison messages
D) direct comparisons
E) source derogations

Question

Quizplus · Accepted Answer

Direct comparisons explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit. Choice A, two-sided messages, refers to advertising that presents both positive and negative information about a brand or product, often used to build credibility. Choice B, one-sided messages, only present positive attributes and benefits of a brand or product. Choice C, indirect comparison messages, imply comparison without explicitly naming a competitor. Choice E, source derogations, attack the credibility of the source of a competitor's message rather than the competitor itself.

With ____,Advertisers Explicitly Name a Competitor or Set of Competitors