A consumer seeing an advertisement in different environments to enhance encoding of the message is based on:
A)the creative brief.
B)product positioning.
C)variability theory.
D)the tagline.

Question

Quizplus · Accepted Answer

This is based on variability theory, which suggests that variable encoding (i.e. seeing an advertisement in different environments) enhances memory and recall of the message. The creative brief, product positioning, and tagline are all aspects of advertising, but they do not directly relate to this concept.

A Consumer Seeing an Advertisement in Different Environments to Enhance