When Crest is featured as a "cavity fighter" in its advertising, competitors are not likely to make the same claim. This is an example of the ________ cognitive message strategy.
A) generic
B) preemptive
C) hyperbole
D) comparative

Question

Quizplus · Accepted Answer

The preemptive cognitive message strategy involves making a claim that competitors are unlikely to make, giving the impression that the brand is superior. By claiming to be a "cavity fighter," Crest is using a preemptive strategy to convey that it is better than its competitors. This strategy also creates an obstacle for competitors who may wish to make the same claim.

When Crest Is Featured as a "Cavity Fighter" in Its