Positive TV program content can affect advertising by
A) increasing recall.
B) positively affecting encoding.
C) transferring negative affect to the advertisement through a comparison with the programming content.
D) increasing the number of associations with the brand schema.
E) transferring positive affect to the advertisement.

Question

Quizplus · Accepted Answer

Positive TV program content can transfer positive affect to the advertisement, which can increase the viewer's liking for the advertised brand and enhance their attitude towards the ad. This can result in a more favorable response to the ad and increased purchase intention.

Positive TV Program Content Can Affect Advertising by