While designing a commercial for Bliss Burgers, the marketing department proposed using a two-sided message structure. However, the company management was apprehensive and insisted on using a one-sided advertising message. Which of the following statements best describes the reason for the management's apprehension?
A)The management was concerned about the impact of a two-sided message on source credibility.
B)The management was concerned over presenting only the negative attributes of Bliss Burgers.
C)The management was concerned over the negative effects of acknowledging a weakness in its brand.
D)Two-sided messages were proven ineffective by a number of different advertising research studies.
E)Two-sided messages cause consumers to expect more than any product could offer.

Question

Quizplus · Accepted Answer

The management's apprehension about using a two-sided message structure is likely due to concerns about acknowledging weaknesses in the Bliss Burgers brand, which could have negative effects on its image and reputation. One-sided messages allow the company to present only positive attributes and avoid potentially damaging admissions of fault or deficiency.

While Designing a Commercial for Bliss Burgers, the Marketing Department