In General, Advertising Is More Effective When It ________ Than

In general, advertising is more effective when it ________ than when it ________.

A) tries to create new product preferences; reinforces our existing product preferences
B) reinforces our existing product preferences; tries to create new product preferences
C) relies upon word-of-mouth tactics; relies upon viral marketing tactics
D) relies upon viral marketing tactics; relies upon word-of-mouth tactics