Question

Testimonial and comparison advertisements can be most effective at which stage of travel decision making?

1) Pre-purchase stage
2) Purchase stage
3) Post-purchase stage
4) All stages

Answer 1

Testimonial and comparison advertisements are particularly effective at the pre-purchase stage of travel decision making, where they can influence perceptions, build trust, and help consumers make informed decisions.

Step-by-step explanation:

Testimonial and comparison advertisements can be most effective at the pre-purchase stage of travel decision making. At this stage, potential travelers are seeking information, evaluating different options, and forming perceptions about destinations or services. Testimonials from satisfied customers or well-known personalities can influence perceptions and help potential customers develop trust in a service or product, making it a persuasive element of marketing communication. Comparison advertisements, which highlight the benefits of one product or service over competitors, can also be particularly impactful during the pre-purchase phase, where consumers are actively comparing options to make an informed decision.