Generally Speaking, Comparative Ads Are More Effective When

question 86

Multiple Choice

Generally speaking, comparative ads are more effective when:

• A) the marketer of an established brand wishes to eliminate new competition.
• B) the marketer of a new product wishes to point out faults in the dominant brand.
• C) the marketer of an established brand wishes to freshen the image of his brand on selected attributes.
• D) the marketer of a new product wishes to give his product a clear brand image close to that of the dominant brand.

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Definitions:

Four-firm Concentration Ratio

A measure that represents the market share of the four largest firms in an industry, used to assess the degree of competition and concentration in the market.

Mutual Interdependence

A situation in which entities rely on each other to a significant extent, particularly relevant in markets with a few dominant firms.

Antitrust Laws

Legislation enacted to prevent anti-competitive practices, monopolies, and to promote fair competition for the benefit of consumers.

Market Share

The portion of total sales in a market captured by a specific company, product, or brand, usually expressed as a percentage.