Which of the following statements is FALSE concerning comparative advertising?
A) Comparative ads work best when receivers are not under high levels of involvement and thus not paying close attention to the ad.
B) Indirect comparative ads are better than direct comparative ads at positioning a brand as superior to all brands in the category.
C) Direct comparative ad are more effective than indirect comparative ads in positioning a brand as superior to a specific competitive brand.
D) Comparative advertisements are evaluated less favorably by people holding a prior preference for the comparison brand.
E) Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands.

Question

Which of the following statements is FALSE concerning comparative advertising? 
A) Comparative ads work best when receivers are not under high levels of involvement and thus not paying close attention to the ad. 
B) Indirect comparative ads are better than direct comparative ads at positioning a brand as superior to all brands in the category. 
C) Direct comparative ad are more effective than indirect comparative ads in positioning a brand as superior to a specific competitive brand. 
D) Comparative advertisements are evaluated less favorably by people holding a prior preference for the comparison brand. 
E) Comparative advertising is particularly effective for promoting brands that possess distinct advantages relative to competitive brands.

Quizplus · Accepted Answer

Comparative ads are generally more effective when receivers are under high levels of involvement and paying close attention to the ad, as they require cognitive processing to compare brands.

Which of the Following Statements Is FALSE Concerning Comparative Advertising