Which of the following best describes the findings of research on using two-sided messages to communicate with consumers?
A) Two-sided messages are widely used and are very effective in reaching target audiences.
B) Two-sided messages are cost-prohibitive.
C) Two-sided messages can be quite effective, yet marketers rarely use them.
D) Two-sided messages are no different from one-sided messages and are used about equally by marketers and their advertising agencies.

Question

Quizplus · Accepted Answer

Research suggests that two-sided messages can be quite effective in reaching target audiences, yet marketers tend to avoid them. This is likely due to concerns about admitting potential negative aspects of their product or service. Therefore, while effective, two-sided messages are not widely used in marketing campaigns.

Which of the Following Best Describes the Findings of Research