Which type of advertising focuses on a single firm's product qualities versus competing products?

The correct choice is competitive advertising, which emphasizes the unique qualities and features of a specific firm's product in relation to competing products in the market. This type of advertising aims to highlight the advantages and differences of the advertised product, enabling consumers to understand why they should prefer it over alternatives. By concentrating on the product’s unique selling points, competitive advertising seeks to create a distinction in consumers' minds, ultimately influencing purchasing decisions.

Comparative advertising, while it may seem similar, primarily focuses on explicitly comparing the advertised product to one or more competing products to showcase its superiority. Cooperative advertising involves a partnership between manufacturers and retailers to promote a product, often highlighting the brand as a whole rather than individual product features. Content advertising centers on providing informative or entertaining content to engage the audience, rather than directly promoting a product's qualities against competitors. Thus, competitive advertising is the most fitting choice for emphasizing a single firm's product qualities.