Question

Comparative advertising works best when ________. A. it elicits cognitive and behavioral motivations simultaneously B. it elicits affective motivation, followed by cognitive motivation C. consumers are processing advertising in a detailed, analytical mode D. the firm is trying to minimize brand dilution

Answer 1

Answer: Option B

Explanation:

In comparative advertising the product of the company is shown superior to the product of the other competitor company. When the competitor organisations are motivated by seeing the advertisement they try to prove their products are better than the other products in the market.

When there is affective motivation with cognitive motivation the competitor companies try to make sense of the current situation and take decisions accordingly. It also compels the competitors to prove their products are best.