The Berry and Dale advertising agency has proposed a new campaign for Bayer Aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer Aspirin. Which of the following theories of message communication is the agency trying to account for in its proposal for Bayer Aspirin?
A) the trait-factor theory
B) the balanced communication theory
C) the two-factor theory
D) the theory of reasoned action
Answer: C) the two-factor theory
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Marketing
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