Most Advertisers Refuse to Use Two-Sided Messages Because They

question 63

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

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Entertainment Magazines

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