__________ refers to a strategy in which a message compares two or more specifically named or recognisably presented brands and evaluates them in terms of one or more specific attributes.

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BlackTom AI · Accepted Answer

The question asks us to identify the term for a strategy where a message compares two or more specifically named or recognisably presented brands and evaluates them on one or more attributes.
Option a: 'a. Cognitive differentiation' — This term is not standard for a messaging strategy that pits brands against each other. Cognitive differentiation would more likely relate to distinguishing products in consumers' minds, not a direct brand-for-brand comparison on attributes.
Option b: 'b. Emotional appeal' — Emotional appeal focuses on triggering feelings to influence attitudes or choices, not on explicitly comparing brands or evaluating attributes side by side.
Option c: 'c. Comparative advertising' — This exactly describes messages that compare two or more brands by name and assess them on specific attributes, which matches the definition in the question.
Option d: 'd. Conclusion advertising' — This term does not correspond to a recognized category describing brand-to-brand comparison. It sounds generic and not aligned with established advertising strategy terminology.
In summary, options b and d mischaracterize or mislabel the strategy, option a conflates with differentiation concepts, and option c accurately captures the described approach of direct brand comparisons based on attributes.

MKTG205_S2 Quiz 8 测验 8

__________ refers to a strategy in which a message compares two or more specifically named or recognisably presented brands and evaluates them in terms of one or more specific attributes.

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