Most Advertisers Refuse to Use Two-Sided Messages Because They

Multiple Choice

Most advertisers refuse to use two-sided messages because they:

A) are concerned about the impact of a two-sided message on source credibility.
B) are concerned over presenting only the negative attributes of their brands.
C) are concerned over the negative effects of acknowledging a weakness in their brand.
D) have been proven ineffective by a number of different advertising research studies.
E) cause consumers to expect more than any product can offer.