Which of the Following Statements Is FALSE Concerning Comparative Advertising

question 96

Multiple Choice

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.

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Definitions:

Composite Score

An aggregated score made up of multiple individual scores or metrics to provide a comprehensive evaluation.

Holding Cost Rate

The percentage of the inventory value charged as holding cost over a specific period of time.

Economical

Concerned with optimizing resource use and cost savings without sacrificing quality or performance.

Inventory Turnover

A measure of how many times a company's inventory is sold and replaced over a period, indicating the efficiency of inventory management.