Client: You've recommended that we use humor In our new radio advertising campaign. Why be funny on the radio when we haven't been funny in advertising campaigns for

other media?

Advertising director: Because humor on the radio is very engaging. Two other common approaches to radio advertising-using announcers and producing short catchy songs or jingles—are both so inherent In the existing radio programming that commercials using those two approaches often get tost in the programs. Humor, on the other hand, Is rare —so rare it stands out and engages completely.

The advertising director's argument depends on an assumption of cause and effect. Indicate by an appropriate selection which of the statements In the table most accurately describes the cause of such an effect, and which most accurately describes such an effect. Make only two selection one in each column.