Which of the following is a reason to use comparative advertising?
A)It prevents a new market entrant from positioning itself against established brands.
B)It is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider.
C)It may be perceived as more ethical than non-comparative ads.
D)It does not work for market leaders and,therefore,gives competitive advantage to new entrants.
E)It is generally permitted by the Federal Trade Commission.

Question

Quizplus · Accepted Answer

Comparative advertising is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider. By comparing the features, benefits, or prices of a product with those of similar products of competitors, advertisers try to create an advantage for their brand and increase its chances of being considered by consumers. This is especially relevant when the market has many similar products and consumers need to differentiate among them.

Which of the Following Is a Reason to Use Comparative