While designing a commercial for Bliss Burgers, the marketing department proposed using
a two-sided message structure. However, the company management was apprehensive and
insisted on using a one-sided advertising message. Which of the following statements best
describes the reason for the management’s apprehension?
A.The management was concerned about the impact of a two-sided message on source
credibility.
B.The management was concerned over presenting only the negative attributes of Bliss
Burgers.
C.The management was concerned over the negative effects of acknowledging a weakness
in its brand.
D.Two-sided messages were proven ineffective by a number of different advertising
research studies.
E.Two-sided messages cause consumers to expect more than any product could offer.
While designing a commercial for Bliss Burgers, the marketing department proposed using
a two-sided message structure. However, the company management was apprehensive and
insisted on using a one-sided advertising message. Which of the following statements best
describes the reason for the management’s apprehension?
A.The management was concerned about the impact of a two-sided message on source
credibility.
B.The management was concerned over presenting only the negative attributes of Bliss
Burgers.
C.The management was concerned over the negative effects of acknowledging a weakness
in its brand.
D.Two-sided messages were proven ineffective by a number of different advertising
research studies.
E.Two-sided messages cause consumers to expect more than any product could offer.
While designing a commercial for Bliss Burgers, the marketing department proposed using
a two-sided message structure. However, the company management was apprehensive and
insisted on using a one-sided advertising message. Which of the following statements best
describes the reason for the management’s apprehension?
A.The management was concerned about the impact of a two-sided message on source
credibility.
B.The management was concerned over presenting only the negative attributes of Bliss
Burgers.
C.The management was concerned over the negative effects of acknowledging a weakness
in its brand.
D.Two-sided messages were proven ineffective by a number of different advertising
research studies.
E.Two-sided messages cause consumers to expect more than any product could offer.
While designing a commercial for Bliss Burgers, the marketing department proposed using
a two-sided message structure. However, the company management was apprehensive and
insisted on using a one-sided advertising message. Which of the following statements best
describes the reason for the management’s apprehension?
A.The management was concerned about the impact of a two-sided message on source
credibility.
B.The management was concerned over presenting only the negative attributes of Bliss
Burgers.
C.The management was concerned over the negative effects of acknowledging a weakness
in its brand.
D.Two-sided messages were proven ineffective by a number of different advertising
