Relevance is a critical criterion in formulating a value claim for a positioning statement. The makers of Cialis, an erectile dysfunction (ED) drug, are considering a value claim that it "enhances intimacy and relationship." To assess the relevance of this claim, Cialis must determine if the claim: a. Is unique among value claims of competitor brands. b. Aligns with the specific needs of the target market. c. Can be endorsed by an authority figure or a celebrity. d. Is supportable by scientific evidence.
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