Which of the following is a reason to use comparative advertising?
A. It prevents a new market entrant from positioning itself against established brands.
B. It is a way of helping position a brand in the evoked or choice set of alternatives that consumers consider.
C. It may be perceived as more ethical than non-comparative ads.
D. It does not work for market leaders and, therefore, gives competitive advantage to new entrants.
E. It is generally permitted by the Federal Trade Commission.
Answer: B
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