Mars Inc. aired a radio ad for its pizza with a catchy jingle that garnered huge appreciation. After two weeks, it ran a magazine ad for the pizza but failed in its appeal. Which of the following reasons can be accounted for the reduction in persuasiveness of the magazine ad for Mars's pizza?
A)The magazine ad is part of a huge clutter which has negatively affected the attitude of the target audience toward Mars's Pizza.
B)The processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad.
C)In order to view a magazine ad, people have to buy the magazine which features the ad, resulting in reduced appeal.
D)The magazine ad does not create a primacy effect unlike the radio ad.
E)The radio ad creates a stimulation based on the recency effect, unlike the magazine ad.

Question

Quizplus · Accepted Answer

The reduced persuasiveness of the magazine ad can be accounted for by the fact that the processing stimulated by the magazine ad is less controlled and less favorable than the processing stimulated by the radio ad. Radio ads have a strong auditory component that captures the attention of the listener, while magazine ads rely on visual processing, which can be more easily ignored or not given full attention.

Mars Inc Aired a Radio Ad for Its Pizza with a a Catchy