A Potential Problem of Using Advertising with a Strong Fear

question 45

Multiple Choice

A potential problem of using advertising with a strong fear appeal message to try to discourage drug abuse by teenagers is that:

• A)there is no appropriate medium.
• B)fear appeals never work with teenagers.
• C)a message with a high level of fear may have inhibiting effects and be tuned out by teenagers.
• D)the high fear message may not work among teenagers who are low in self-confidence and want to avoid the issue.
• E)parents may be offended if the message is perceived as too frightening.

---

Definitions:

Fixed Assets

Long-term tangible assets used in the operation of a business and not expected to be converted into cash within one year, such as buildings, machinery, and equipment.

Long-Term Liabilities

Liabilities that will not be due for a long time (usually more than one year).

Price-Earnings Ratio

A valuation ratio of a company's current share price compared to its per-share earnings, used to evaluate if a stock is over or undervalued.

Annual Earnings

The total profit a company generates in one fiscal year before taxes and other deductions.