Companies Are Willing to Pay Premium Rates to Advertise on Popular

Multiple Choice

Companies are willing to pay premium rates to advertise on popular programs such as the Olympic Games and Christmas specials because these televised events:

A) attract only affluent viewers.
B) create positive moods that can make viewers more responsive to commercials.
C) show very few commercials.
D) have low levels of advertising clutter.
E) have effective appeals that are minimized by the cognitive appeal of the commercials.