A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial, which showed its latte followed by a jingle, had aired for a month on popular television stations. This commercial was not successful because:
A) television advertising is not an effective medium for promoting coffee.
B) jingles are not effective at creating conditioned responses to brands.
C) the commercial should have played the jingle before showing the latte.
D) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.
Answer: C