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Under such circumstances, humorous advertising is more likely to secure audience attention, increase memorability, overcome sales resistance, and enhance message persuasiveness.”

"My sales resistance is not very good," says White.

Both Penny and Louise had helped sell tickets for the motor pilgrimage, but sales resistance was becoming increasingly difficult to overcome.

Too often the stands are covered with advertisements of such commodities, and this immediately creates sales resistance so far as the promotion of fresh farm products is concerned.

While their money lasted they had no sales resistance whatever.