Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. This might explain why the company would use which of the following advertising strategies?
A) Very detailed ads with a great deal of information about the causes of body odour
B) Ads that use celebrity endorsers and memorable jingles
C) Ads that pay more attention to information in the copy than executional elements such as visual imagery
D) Detailed ads with strong message arguments about Gillette brands

Question

Quizplus · Accepted Answer

Peripheral processing involves using cues such as celebrity endorsements, jingles, and visual images rather than detailed information about product features. Therefore, Gillette might use ads with celebrity endorsers and catchy jingles to promote their deodorant products.

Gillette Believes Commercials for Deodorants Are Processed Primarily Through a Peripheral