A Study by Andrew Aylesworth and Scott MacKenzie Found That

question 89

Multiple Choice

A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are:

• A)prone to extensive critical scrutiny of the companies' products or services by the audience.
• B)processed less systematically than ads placed in programs that put viewers in positive moods.
• C)useful when the message is intended to work through a central route to persuasion.
• D)useful when viewers are knowledgeable and can analyze an ad in detail.
• E)helpful in exciting the readers and viewers of the message about the product or the servicE.A study by Andrew Aylesworth and Scott MacKenzie found that commercials placed in programs that induce negative moods are processed less systematically than ads placed in programs that put viewers in positive moods.

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Definitions:

Break-even Sales

The amount of revenue needed to cover total costs, both fixed and variable, with no profit or loss.

Unit Selling Price

The cost for which customers can purchase an individual unit of a product.

Unit Variable Costs

Unit variable costs are the costs that vary directly with the production volume, including costs for materials and labor that change with the level of production or service provision.

Operating Income

Revenue obtained from the main operations of a business, not including the costs of interest and taxes.