Company X is deciding between a two$-$sided versus one$-$sided ad and whether to place its strongest arguments at the beginning of the ad or at the end for its next advertising campaign. This campaign is a launch for a new product from an established brand. The product is pretty innovative and there isn't a lot to compare it to on the market. It is coming at a bad time because the brand recently had a scandal and may not be looked at favorably by the target audience.

Which would be the best choices for the new ad$?$

One$-$sided message with a primacy effect

Two$-$sided message with a primacy effect

Two$-$sided message with a recency effect

One$-$sided message with a recency effect