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:

Idle Production Capacity

The unused portion of a company’s production capability at a given time due to lack of demand or inefficiency.

Off-peak Pricing

A pricing strategy that offers discounts during times of lower demand to encourage usage or purchases.

People-based Services

Services that are heavily reliant on human interaction and expertise, as opposed to being automated or provided by machines.

Nonprofit Organizations

Organizations that operate for charitable, educational, cultural, or social welfare purposes, using surplus revenues to further achieve their goals rather than distributing them as profit or dividends.