Most advertisers refuse to use two-sided messages because they:
A. are concerned about the impact of a two-sided message on source credibility.
B. are concerned over presenting only the negative attributes of their brands.
C. are concerned over the negative effects of acknowledging a weakness in their brand.
D. have been proven ineffective by a number of different advertising research studies.
E. cause consumers to expect more than any product can offer.
Answer: C