Companies are willing to pay premium rates to advertise on special events such as the Olympic Games or Christmas specials because these televised events:
A. attract only affluent viewers.
B. create positive moods that can make viewers more responsive to commercials.
C. show very few commercials.
D. have low levels of advertising clutter.
E. have affective appeals that are minimized by the cognitive appeal of the commercials.
Answer: B
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