Most Advertisers Refuse to Use Two-Sided Messages Because They

question 52

Multiple Choice

Most advertisers refuse to use two-sided messages because they:

• A)are concerned about the impact of a two-sided message on source credibility.
• B)are concerned over presenting only the negative attributes of their brands.
• C)are concerned over the negative effects of acknowledging a weakness in their brand.
• D)have been proven ineffective by a number of different advertising research studies.
• E)cause consumers to expect more than any product can offer.