Which Statement Best Explains the Research Findings About Using Two-Sided

question 22

Multiple Choice

Which statement best explains the research findings about using two-sided messages to communicate with consumers?

• A) Two-sided messages are widely used and are very effective in reaching target audiences.
• B) Two-sided messages are cost-prohibitive.
• C) Two-sided messages can be quite effective, yet marketers rarely use them.
• D) Two-sided messages are no different from one-sided messages and are used equally by marketers.

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Definitions:

Original Cost

The initial purchase price or cost of acquiring an asset before any depreciation, amortization, or impairment costs are deducted.

Fair Value

An estimate of the market value of an asset or liability, based on the current price at which it could be bought or sold in an open market.

Legal Life

The period in which an asset is legally allowed to be used for its intended purpose, or the duration of intellectual property protection under law.

Useful Life

The estimated period over which a fixed asset is expected to be usable by an organization.