While Designing a Commercial for Bliss Burgers, the Marketing Department

Multiple Choice

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.