exercise 3 - Mktg 3250003 Feb 24th 2008 Exercise#3 Attitude...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Mktg. 3250- 003 Feb. 24 th 2008 Exercise #3 Attitude Formation Almost all the time when faced with the choice of an unfamiliar brand versus a familiar brand consumers will choose the familiar one. This is a problem for marketers representing a small firm or newly developed product. When the marketer feels their product is superior to the competitions they will most likely choose a Comparative Message to convey to their audience. This comparative message will be in the form of direct comparative advertising because they believe in the superiority of their product. Comparative messages are one ad that shows how much better the product is than their competition. Looking further into detail, Direct Comparative Messages are the ads that directly name a group of competitors on the basis of some defining characteristic. One set of ads that demonstrates this concept is the series of ads with the Mac and PC personified as they way they are perceived in the business world. Apple runs these ads and targets their set of PC competitors directly. They range from issues on
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern