When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

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BlackTom AI · Accepted Answer

The scenario describes Verizon leveraging a direct comparison to AT&T by highlighting perceived service differences using the slogan "Can you hear me now?". This is a textbook case of comparative advertising, where one brand explicitly contrasts its product with a competitor to influence consumer perception.

Option 1: reminder advertising. This type of advertising aims to keep a brand or product top-of-mind without making direct comparisons or claims about competitors. Because the example explicitly contrasts with AT&T, it is not merely reminding consumers of Verizon’s existence.

Option 2: comparative advertising. This is the focus of the scenario. The ad targets a rival (AT&T) and presents a comparison about network performance, which aligns with the definition of comparative advertising.

Option 3: informative advertising. Informative advertising emphasizes factual information about product features or benefits. While the ad may convey a benefit (better coverage), its core aim here is to distinguish Verizon from a competitor rather than solely inform about technical specs or capabilities.

Option 4: persuasive advertising. Persuasive ads aim to influence attitudes and behaviors, which is broader and can involve comparing brands. However, the distinct hallmark of this question is the explicit comparison to a competitor, which is more specifically identified as comparative advertising than as a general persuasive tactic.

Option 5: covert advertising. Covert advertising involves subtle or hidden promotion, often without clear brand or product identification. The Verizon example is overt and explicit in its comparison, so covert advertising does not apply.

In summary, the scenario centers on a direct brand-to-brand comparison to argue superiority, which matches the definition and purpose of comparative advertising rather than the other listed forms.

MKTG1199 LF04 In-class Test 4

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

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