A Movie Theater Owner Claimed That He Embedded Brief Messages

question 208

Multiple Choice

A movie theater owner claimed that he embedded brief messages during trailers before showing the feature film. The messages, which supposedly flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?

• A) Selective perception overrides advertising messages.
• B) Selective exposure is difficult for marketers to surmount.
• C) Subliminal messages have limited effects on behavior.
• D) Subliminal perception enables marketers to motivate consumers to take an action.
• E) Subliminal messages were deemed illegal by the Federal Trade Commission at the time these were shown in the movie theater.

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Definitions:

Cheque Clearing

The process by which banks settle transactions made by cheques, transferring money from the payer's account to the payee's account.

Short-term Financing

Funding obtained to meet immediate to short-term (up to one year) financial obligations and operational expenditures of a business.

Cash Surpluses

Excess cash that a company generates beyond its needs, which can be used for investment, dividends, or to strengthen the balance sheet.

Marketability Risk

The risk that an asset cannot be sold quickly in the market without impacting its price significantly.