During January, Bill, a Marketing Director for an Alcohol Company

During January, Bill, a marketing director for an alcohol company, ran a successful 6*8 inch advertisement in a magazine that featured a man and a woman having a great time at the beach. In February, he placed the same advertisement in the same magazine, but lowered the size of the ad. Sales of his products declined. What mistake did Bill make?

A) He was using novel stimuli in the advertisement, which are eventually ignored after about a month of exposure.
B) He forgot that magazine sales are low in February because people do not read very much during that month.
C) He forgot that the size of a magazine advertisement is important for attracting readers.
D) He should not have placed an advertisement two months in a row in the same magazine.
E) He should not have tried to advertise alcohol in February, a month where sales are typically low.