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 explain the reduction in persuasiveness of the magazine ad for Mars's pizza?
A. The magazine ad does not create a primacy effect unlike the radio ad.
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 is part of a huge clutter which has negatively affected the attitude of the target audience toward Mars's Pizza.
E. The radio ad creates a stimulation based on the recency effect, unlike the magazine ad.
Answer: B
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