In a Study Comparing the Communication Effects of a One-Minute

question 1

Multiple Choice

In a study comparing the communication effects of a one-minute ad, a 15-minute infomercial, a 30-minute infomercial, and a direct interactive experience with the product, researchers found:

• A) Because television is such a passive medium, respondents suggested that an infomercial's message tended to get lost in the "noise".
• B) Specific targeting was not available with infomercials; hence they were much less effective than television advertising.
• C) Infomercials provided a similar cognitive and emotional experience as a direct interaction with the brand.
• D) Infomercials were deemed to be too long and one-minute ads provided the best results.

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Definitions:

Threshold

The minimum level of stimulus required to activate a process or produce a response.

Decision Making

The process of making choices by identifying a decision, gathering information, and assessing alternative resolutions.

Incentive Structure

An incentive structure is a system of rewards and penalties that aims to motivate individuals or entities to act in a certain way that aligns with specific objectives or goals.

Organization

A structured group of individuals working together towards common goals or objectives, often characterized by a specific hierarchy and roles.