Manufacturers of appliances, such as GE and Whirlpool, advertise on a continuous basis because appliances are purchased infrequently and only when they are needed. To ensure the brand name is remembered when the need arises, these manufacturers rely on:
A) threshold effects
B) sales-response function curve
C) wear out effects
D) carryover effects

Question

Quizplus · Accepted Answer

Carryover effects refer to the residual impact of advertising on consumer attitudes and behavior that remains after the advertising has stopped. In the case of appliance manufacturers, continuous advertising helps to create a strong brand image and increase brand awareness, which can influence consumers to choose their brand when they are in the market for a new appliance. By relying on carryover effects, manufacturers can ensure that their brand is top of mind when consumers are ready to make a purchase.

Manufacturers of Appliances, Such as GE and Whirlpool, Advertise on a Continuous