In an Attempt to Sell More Soft Drinks and Popcorn

question 58

Multiple Choice

In an attempt to sell more soft drinks and popcorn, a theatre owner embedded very brief messages in the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of the message, urged
Consumers to 'Drink Coke' and to 'Eat Popcorn'. Research showed the messages were largely ineffective. This example suggests that:

• A)subliminal messages may be of limited value to marketers.
• B)selective exposure is difficult for marketers to overcome.
• C)selective perception overrides advertising messages.
• D)subliminal perception enables marketers to take advantage of consumers.

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Definitions:

Land

A natural resource or plot of ground that is owned or controlled and can be used for building, farming, or other purposes.

Balance Sheet

A financial statement that reports a company's assets, liabilities, and shareholders' equity at a specific point in time, giving a snapshot of its financial condition.

Fixed Asset

A long-term tangible piece of property or equipment that a company uses in generating income and is not expected to be consumed or converted into cash within a year.

Current Asset

A current asset is any asset likely to be converted into cash within a year during the normal course of a business.