When an advertiser assumes a recency effect, the strongest arguments appear at which point in the message?

Multiple Choice

• beginning

• middle

• end

• anywhere

Advertisers who are concerned about the negative effects of acknowledging a weakness in their brand are likely to choose which type of message?

Multiple Choice

• open-ended

• closed-ended

• one-sided

• two-sided

To increase immediate and delayed recall, advertisers design ads with

Multiple Choice

• a lot of copy explaining the message.

• a lot of images but no copy.

• minimal copy with significant imagery.

• a high amount of imagery in both the advertisement and the copy.

Sum Company is working on their advertising budget. They are taking advice and applying it to their projections, realizing that money spent on advertising does not line up to sales in the same month or even quarter. This lag is called

Multiple Choice

• a marginal analysis effect.

• a consumer effect.

• a contribution margin effect.

• a carryover effect.

• an arbitrary allocation effect.