Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying, "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding to stop at South of the Border. This is an example of

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The scenario described is an example of the lagged effect, which is the time delay between advertising and its impact on consumer behavior. Julia needs additional exposure to the product before making a decision to stop, indicating that the impact of the billboard may not be immediate.

Julia Is Driving Down Interstate 95 on Her Way from New