Automobile manufacturer ads comprise about 15 percent of all magazine advertising revenue. One reason auto manufacturers spend so much on advertising is that consumers do not purchase vehicles on a regular basis. When they do make decisions to purchase new cars, the auto companies want to make sure consumers remember the right brand. This illustrates the concept of:
A) decay effects
B) wear out effects
C) carryover effects
D) threshold effects

Question

Quizplus · Accepted Answer

Carryover effects refer to the impact of advertising that persists beyond its immediate or current use. In this case, auto manufacturers want to ensure that their brand is remembered by consumers when they are in the market to buy a new car, which is an example of carryover effects. Decay effects refer to the decline of advertising effectiveness with time or repetition, wear out effects refer to the point when an advertising message loses its effectiveness due to overexposure or repetition, and threshold effects refer to the minimum level of advertising necessary to generate a response.

Automobile Manufacturer Ads Comprise About 15 Percent of All Magazine