Which of the following situations would be most conducive for the use of a comparative advertising message?
A. A company is a market leader with high market share.
B. A company is a market leader and is concerned about a new, small company entering the market.
C. A market leader wants to promote its brand to loyal users of a major competitor.
D. A company with a new brand wants to position that brand against established brands and, thus, enter the customers' evoked set.
E. A company wants its audience to know the different competitors that it is competing with.
Answer: D
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