Comparative advertising works well when a brand ________.
A) has a higher than average advertising budget
B) is not competing with a top brand
C) is not the leader in its product category
D) has higher sales than all of its competitors
E) has an inexperienced marketing team

Question

Quizplus · Accepted Answer

Comparative advertising can be effective for a brand that is not the leader in its product category because it allows the brand to compare itself favorably to the leader, potentially convincing consumers to switch to the challenger brand. If the brand is already the leader or has higher sales than all of its competitors, there may be less need for comparative advertising. A higher advertising budget or an inexperienced marketing team may have an impact on the success of the advertising, but they are not the determining factor for whether comparative advertising will work.

Comparative Advertising Works Well When a Brand ________