Which of the following situations would be most conducive for the use of a comparative advertising message?
A)A company is a market leader with high market share.
B)A company is a market leader and is concerned about a new,small company entering the market.
C)A market leader wants to promote its brand to loyal users of a major competitor.
D)A company with a new brand wants to position that brand against established brands and,thus,enter the customers' evoked set.
E)A company wants its audience to know the different competitors that it is competing with.

Question

Quizplus · Accepted Answer

Comparative advertising is most effective when a company with a new brand wants to position that brand against established brands and,thus,enter the customers' evoked set. This helps the new brand to establish itself as a viable alternative to existing brands in the market.

Which of the Following Situations Would Be Most Conducive for the Use