FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once- daily application after showering. Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athlete’s foot and the terrible foot smell associated with it. These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game. In the FOOT CREAM MINI CASE, Athlete's Aid's placement of advertisements at the end of an advertising series is an attempt to take advantage of _______________.

Negative message framing refers to the type of advertisement in which it is exposed benefits of a product in a very aggressive manner, showing proof of what the beneficial results of that product are or what the consequences of not having that product could lead to. As part of the marketing strategy, the advertisement is repeatedly prompted during events related to the use of the product.