Six months ago,Volkswagen launched a new campaign that included print ads and television commercials.Edwin thought the commercials were clever,but exposure to the commercials didn't change Edwin's behavior.However,six months after viewing the commercials,Edwin has decided he needs to purchase a new car,and he includes Volkswagen on the list of cars he wants to test drive.Edwin's behavior is an example of which of the following?
A) the break-even point
B) unaided recall
C) an instantaneous effect
D) a carryover effect
E) a synergistic effect

Question

Quizplus · Accepted Answer

Edwin did not immediately change his behavior after viewing the Volkswagen commercials, but six months later included Volkswagen on his list of cars to test drive. This delayed effect is an example of a carryover effect, where advertising exposure influences behavior or attitudes at a later point in time.

Six Months Ago,Volkswagen Launched a New Campaign That Included Print