Question

Evelyn Rivers is the advertising director of a chain of health clubs. She is putting together an advertisement. She wants to enhance the consumers' opportunity to encode information. The best way to accomplish this objective would be to _____.

Answer 1

The correct answer is letter "A": repeat the ad on multiple occasions.

Step-by-step explanation:

In marketing, enhancing encoding opportunities imply psychological processes related to the working memory. According to this approach by repeating advertisements constantly the working memory (short-term memory) will recognize faster the product being portrayed after every time it is shown to consumers. With this practice, the likelihood of storing the relevant information on the promotion in the long-term memory increases, so the product or service is easier to be recalled.

Thus, if Evelyn Rivers wants to enhance consumers' opportunity to encode information she must have the ad repeated in different mediums of communication constantly.