Which of the following statements is true concerning comparative advertising?
A) Comparative advertising generates fewer purchases than noncomparative ads.
B) Noncomparative advertising is better than comparative ads in promoting recall of message arguments.
C) Comparative advertising generates stronger intentions to purchase the sponsored brand.
D) Comparative advertising is particularly effective for promoting brands that do not possess distinct advantages relative to competitive brands.
E) Comparative advertising is no better than noncomparative advertising in enhancing brand name recall.

Question

Quizplus · Accepted Answer

Comparative advertising generates stronger intentions to purchase the sponsored brand as it highlights its superior features and benefits in comparison to its competitors. Research has shown that comparative advertising can lead to higher comprehension and recall of product information, as well as more favorable attitudes towards the advertised brand.

Which of the Following Statements Is True Concerning Comparative Advertising