In a Study Comparing the Communication Effects of a One-Minute

question 18

Multiple Choice

In a study comparing the communication effects of a one-minute ad,a 15-minute infomercial,a 30-minute infomercial,and a direct interactive experience with the product,researchers found:

• A) Infomercials were deemed to be too long and one-minute ads provided the best results.
• B) Infomercials provided a similar cognitive and emotional experience as a direct interaction with the brand.
• C) Specific targeting was not available with infomercials; hence they were much less effective than television advertising.
• D) Because television is such a passive medium, respondents suggested that an infomercial's message tended to get lost in the "noise".

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Definitions:

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