Which of the Following Statements Is True About the FCB

Multiple Choice

Which of the following statements is true about the FCB grid?

A) It helps advertising agencies determine which type of advertising to use for a specific product.
B) It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria.
C) It illustrates how negatively originated motives differ from positively originated motives.
D) It helps create more integrated marketing communications that present a unified message to the targeted audience.
E) It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum.