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 ________.

Question

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 ________.

查看解析

登录即可查看完整答案

类似问题

当两个或多个品牌在某些属性上相互比较时，这被认为是________广告。

如果 Trek 自行车公司是电动自行车行业的市场领导者，它应该利用比较广告来更好地触达其目标受众。

__________ 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.

Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations.

A comparative ad

In a consumer society, many adults channel creativity into buying things

Economic stress and unpredictable times have resulted in a booming industry for self-help products

People born without creativity never can develop it

更多留学生实用工具

考试浏览器助手

风格化写作助手

论文查重助手

文献引用助手

课堂转译助手

课堂笔记助手

Quiz搜索助手

学校历年真题

智能刷题助手

智能匹配练习

希望你的学习变得更简单