The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

Question

Quizplus · Accepted Answer

The two-factor theory in the context of advertising suggests that repeated exposure to an advertisement can initially increase a viewer's interest and awareness, but beyond a certain point, further exposure leads to diminishing returns and can even cause annoyance or disinterest. By creating ten different 15-second spots, the agency aims to maintain interest and awareness by providing variety, thus leveraging the two-factor theory to keep the audience engaged without hitting the point of overexposure that leads to disinterest.

The Berry and Dale Advertising Agency Has Proposed a New