During January, Bill, a marketing director for an alcohol company, ran a successful 6×8-inch advertisement in a magazine that featured a man and a woman having a great time at the beach. In February, he placed the same advertisement in the same magazine, but reduced the size of the ad. Sales of his products declined. What mistake did Bill make?
A) He was using novel stimuli in the advertisement, which are eventually ignored after about a month of exposure.
B) He should not have tried to advertise alcohol in February, a month where sales are typically low.
C) He should not have placed an advertisement two months in a row in the same magazine.
D) He forgot that the size of a magazine advertisement is important for commanding attention.
Answer: D