You are developing advertisements to promote a political candidate.One ad is a radio spot airing during "drive time," when listeners are stressed,distracted,and impatient.Another advertisement is a print ad to appear in national newspapers and business magazines.Based on this information,which of the following would you recommend?

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Since the radio spot is airing during "drive time," when listeners are stressed, distracted, and impatient, it is likely that they will be using the peripheral route to persuasion. This means that instead of being analytical and thorough in their evaluation of the candidate, they will make their decision based on superficial characteristics such as likeability or attractiveness. Therefore, the radio spot should rely heavily on peripheral cues such as endorsements from popular figures or catchy slogans that will catch the listener's attention quickly.

As for the print ad, it is being placed in national newspapers and business magazines, which suggests that the target audience is likely to be more educated and analytical. Therefore, the print ad should rely on the central route to persuasion, which involves presenting the listener with detailed and compelling arguments based on the candidate's experience, qualifications, and policy positions. By presenting the listener with logical and convincing arguments, the print ad has a better chance of persuading them to vote for the candidate.

You Are Developing Advertisements to Promote a Political Candidate