Which of the following is true of message construction?
A) Directly comparing one brand against specific competitors can be effective, especially when the brand being promoted is not already the market leader.
B) Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive when the audience has a low level of involvement with the product.
C) If marketers are attempting to reach a highly involved audience, important information should be placed later in the message.
D) Consumers with low involvement are more motivated to attend to a larger number of arguments than are highly involved consumers.

Question

Quizplus · Accepted Answer

Directly comparing the brand against specific competitors can be effective in gaining attention and interest when the brand being promoted is not already the market leader. This approach is often used in comparative advertising.

Answer: B 
 Advertisements that allow consumers to arrive at their own conclusions tend to be more persuasive when the audience has a high level of involvement with the product. This approach is known as a peripheral route to persuasion.

Answer: C 
 If marketers are attempting to reach a highly involved audience, important information should be placed earlier in the message. This is because highly involved consumers are more likely to pay attention to the beginning of the message and may tune out later on.

Answer: D 
 Consumers with high involvement are more motivated to attend to a larger number of arguments than are low involvement consumers. This is because highly involved consumers have a greater personal relevance and investment in the product, and are more likely to carefully consider all information presented.

Which of the Following Is True of Message Construction