Comparative advertising can help underdogs by
A) disrupting the message of the top dog.
B) facilitating comparisons with the market leader.
C) facilitating new schemas about the product category.
D) blocking the evidence.
E) decreasing motivation to learn.

Question

Quizplus · Accepted Answer

Comparative advertising allows underdogs to compare their products or services with the market leader, which can help to level the playing field and increase their standing in the market. This can be particularly effective when the underdog can highlight areas where they outperform the market leader, which can attract consumers who might otherwise have been loyal to the top dog. Disrupting the message of the top dog or blocking evidence may not necessarily be effective strategies, while facilitating new schemas or decreasing motivation to learn are not typically goals of comparative advertising.

Comparative Advertising Can Help Underdogs by