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.

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Definitions:

Stock Dividend

A payment to shareholders made in the form of additional shares rather than cash, often used by companies to conserve cash while still providing a dividend.

Operating Cash Inflows

Cash received by a company from its ongoing, regular business activities, such as sales revenue.

Collections from Customers

The process of gathering all payments made by customers for goods or services provided.

Earnings from Investments

Income generated from investing in securities, such as dividends from stocks or interest from bonds.