Final answer:
The sleeper effect is bad news for advertisers because it makes it difficult to measure the effectiveness of ads and attribute influence on consumer behavior.
Step-by-step explanation:
The sleeper effect refers to a phenomenon in persuasion where a person is initially influenced by a persuasive message but then later forgets the source of the message. For advertisers, this can be bad news because it means that over time, people may still be influenced by the message even if they no longer remember where it came from. This can make it difficult for advertisers to directly attribute the effectiveness of their ads and measure their return on investment.
For example, let's say a person sees an ad for a product and is initially persuaded by the message. However, if they later forget where they saw the ad, they may still be influenced by the persuasive content when making a purchasing decision. This can make it challenging for advertisers to determine the full impact of their ads and assess their effectiveness.
In conclusion, the sleeper effect is bad news for advertisers because it can make it difficult for them to measure the effectiveness of their ads and attribute the influence of persuasive messages on consumer behavior.