Which of the following statement is TRUE regarding comparative advertising?
A) Comparative advertising is more effective regardless of the source.
B) Comparative advertising is particularly effective for promoting established, market-share leader brands.
C) Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
D) Broadcast media, particularly radio, appear to be better vehicles for comparative advertisements.
E) A partially comparative ad is one in which a specific competitor is not named.
Correct Answer:
Verified
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