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 of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?

Question

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The proposed technique by the Berry and Dale advertising agency to create ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin is trying to account for the two-factor theory of message communication. This theory suggests that there are two factors that influence the effectiveness of a persuasive message: the strength of the message itself and the way it is presented. By creating multiple short and varied ads, the agency hopes to capture and maintain the audience's attention, which is a factor in the presentation of the message.

The Berry and Dale Advertising Agency Has Proposed a New