With Direct Comparative Advertising, Advertisers

Multiple Choice

With direct comparative advertising, advertisers:

A) explicitly name a competitor or set of competitors and attack them on the basis of an attribute or benefit.
B) present two-sided messages about their offerings.
C) show an offering that has features similar to that of a competitor's offering.
D) explicitly discount or attack the competitor's message source.
E) use the disrupt-then-reframe technique to disrupt consumers' cognitive processing of the communication.