Which of the following is NOT true of competitive advertising?
A. Firms use competitive or brand advertising when a product enters the growth phase of the product life cycle.
B. The goal ofcompetitive advertisingis to influence demand for a specific brand.
C. Promotion becomes more informative and appeals less to emotions duringcompetitive advertisingphase.
D. Emphasis on branding begins duringcompetitive advertisingphase.
Answer: C
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