Question: Most comparative advertisements are targeted toward current users of a product or its close competitor ( s ) . For example, McDonald's and Burger King

Most comparative advertisements are targeted toward current users of a product or its close competitor

(

) .

For example, McDonald's and Burger King advertisements compare the methods of cooking their burgers, each inferring their approach is better. While most consumers dine at both of these restaurants, the goal of these advertisements is to increase sales by "flipping" a customer from one to the other. These advertisements are an approach at:

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