Some Marketers Avoid the Use of Humor in Their Advertising

question 94

Multiple Choice

Some marketers avoid the use of humor in their advertising because:

• A)humor can draw attention away from the product.
• B)humor has no shock value and does not draw consumers' attention to the ad.
• C)effective humor is no challenge for creatives to produce.
• D)humor can put the consumer in a good mood and increase liking of the ad.
• E)humor compels the receiver to engage in counterargument.

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Definitions:

Working Memory

A cognitive system responsible for temporarily holding information available for processing, important for reasoning and the guidance of decision-making and behavior.

Hippocampus

A region of the brain that is associated with the formation of new memories and is involved in learning and emotions.

Temporal Lobes

Structures in the cerebral cortex that are located just above the ears and are involved in hearing, language processing, and memory.

Declarative Memory

A type of long-term memory concerning the recall of factual information, such as events, words, and concepts.