Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the messa

Beyond Burgers develops a campaign that runs both on TV and online. The source presenting the message is popular TV show host, Ellen DeGeneres, who very actively promotes the fact she is vegan. The director of the ad sets the campaign in northern California backgrounds and presents the tone in a sepia, faded brown, color to convey an enduring time effect of the message. Response to the ad is not high and results in lowered sales during the period the campaign airs. The effect of the cognitive response is due to

ad execution thoughts.