Messages in Verbal Form (Print Ad Copy) Are More Appropriate

Multiple Choice

Messages in verbal form (print ad copy) are more appropriate for high- involvement situations because of all of the following, EXCEPT:

A) verbal messages require more effort to process than visual forms
B) verbal messages allow the receiver to chunk information
C) the consumer can refer back to the printed material as often as needed, since verbal material decays in memory more rapidly than visual
D) the consumer is motivated to really pay attention to the ad
E) they can contain the detailed product information the consumer needs for making decisions