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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Definitions:

Cost Effectiveness

An assessment of the financial viability of a project, product, or measure based on the costs incurred versus the benefits achieved.

Flexibility

The capacity to adapt to changing conditions or circumstances in a business or operational context.

Useful Output

The amount of finished product or completed service that is produced and considered of value to the consumer or market.

Special Journals

Customized accounting journals used for recording specific types of transactions in detail, such as sales or purchases.