When Crest is featured as a "cavity fighter" in its advertising competitors aren't likely to make the same claim. This is an example of which form of cognitive message strategy?
A) generic
B) preemptive
C) hyperbole
D) comparative

Question

Quizplus · Accepted Answer

The preemptive message strategy is when a brand makes a claim in their advertising that competitors are unlikely to make, giving the impression that they are the only one in the market with that benefit. In this case, Crest uses the preemptive strategy by claiming to be a "cavity fighter," which they imply that their competitors do not offer.

When Crest Is Featured as a "Cavity Fighter" in Its