The vehicle option source effect refers to the:
A)different reach and frequency provided by different media vehicles.
B)fact that people perceive ads differently depending on their context.
C)responses that come from using a flighting, pulsing, or continuity scheduling strategy.
D)opportunity costs of the various media vehicles that are not chosen.
E)battle between budget constraints and creative options.

Question

Quizplus · Accepted Answer

The vehicle option source effect refers to the impact that the context in which an ad is presented has on how it is perceived by the audience. This means that different media vehicles can affect how well an advertisement is received, depending on the context in which it appears. Therefore, option B is the most appropriate choice as it describes the effect most accurately.

The Vehicle Option Source Effect Refers to The