Comparative Advertising

question 38

Multiple Choice

Comparative advertising:

• A) does not have high claim recall effectiveness
• B) has always been legal but is in bad taste
• C) allows advertisers to falsely describe the competition
• D) was not allowed before the 1970s if the other brands were mentioned by name or shown
• E) has high recall of the brand name of the advertised goods,but not for the named,competitive brand

---

Definitions:

Mental Images

Visual representations in the mind that are not currently being perceived through sight.

Dual Coding Hypothesis

The theory that suggests information is easier to remember when it is encoded both visually and verbally.

Relatively Easy

A task or challenge that can be achieved with little effort compared to other tasks or by the standards of a particular context.

Relatively Difficult

A term used to describe tasks or problems that are more challenging in comparison to others.