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An advertising strategy that compares a product in this case Audi to BMW reenforces the fact in the consumer's mind that Audi is attempting to be as good or better than the established benchmark, BMW. Throughout history of advertising campaigns, anytime an advertiser states we're as is good or better than number one, that strategy has failed. Regardless what you may think of the product, evidence says look no further than Pepsi versus Coca Cola.
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