The advertising response curve indicates that:
Options:
- Incremental response to advertising diminishes with repeated exposures.
- Audience fragmentation increases effective reach.
- Repeated exposures to ads increase advertising success.
- Probable exposures increase with audience fragmentation.
The Correct Answer Is:
A. Incremental response to advertising diminishes with repeated exposures.
The advertising response curve represents how consumers respond to advertising stimuli, specifically regarding the relationship between exposure to an ad and the subsequent response or action taken by the audience. The correct answer to the question is A: “Incremental response to advertising diminishes with repeated exposures.”
This statement aligns with the concept of the advertising response curve, which follows a pattern where the initial exposure to an advertisement generates a significant response, but as exposures are repeated, the incremental response or impact tends to decrease.
Explanation of Correct Answer: A. Incremental response to advertising diminishes with repeated exposures.
When consumers encounter an advertisement for the first time, it often captures their attention and generates a substantial response. This initial exposure allows the advertisement to make an impression, potentially raising awareness or inciting interest in the product or service being promoted.
However, with subsequent exposures to the same ad, the incremental impact tends to diminish. This phenomenon is known as ad wear-out or diminishing returns. The audience becomes increasingly familiar with the advertisement, reducing its novelty and impact.
As a result, the effectiveness of the ad in prompting further action or response decreases with repeated exposures. This pattern is fundamental to the concept of the advertising response curve, which depicts how the relationship between exposure and response follows a diminishing incremental response trend.
Explanation of Incorrect Answers (Options B, C, and D):
B. Audience fragmentation increases effective reach:
Audience fragmentation refers to the diversification of audiences across various media channels or platforms. While audience fragmentation can expand the reach of advertising to different demographic segments, it doesn’t inherently increase effective reach.
Effective reach is about reaching the right audience with the right message at the right time. Fragmentation might enhance the breadth of exposure but doesn’t necessarily guarantee an increase in effective reach as it doesn’t directly relate to the diminishing incremental response seen in the advertising response curve.
C. Repeated exposures to ads increase advertising success:
This statement contradicts the established principle of ad wear-out or diminishing returns. While initial exposures can contribute significantly to advertising success by creating awareness and interest, repeated exposures do not uniformly increase advertising success.
Instead, as mentioned earlier, repeated exposures often lead to a decline in the incremental impact or response generated by the ad, which challenges the notion that success consistently rises with repeated exposures.
D. Probable exposures increase with audience fragmentation:
This option associates audience fragmentation with an increase in probable exposures. While fragmentation may indeed expand the potential audience base, the likelihood of exposure (probable exposures) isn’t solely determined by fragmentation.
Moreover, the question primarily addresses the relationship between repeated exposures and advertising response, which isn’t directly linked to probable exposures or audience fragmentation. Therefore, this statement doesn’t directly correlate with the established principles of the advertising response curve.
In summary, the advertising response curve illustrates the diminishing incremental response to advertising with repeated exposures.
While audience fragmentation and repeated exposures can influence advertising effectiveness in various ways, the core principle lies in understanding that the impact of advertising tends to decrease as consumers are repeatedly exposed to the same ad, as depicted by the curve’s diminishing returns.
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MBA,BBA.
I am Smirti Bam, an enthusiastic edu blogger with a passion for sharing insights into the dynamic world of business and management through this website.
I hold a MBA degree from Presidential Business School, Kathmandu, and a BBA degree with a specialization in Finance from Apex College,
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