An advertising agency is 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 recommendation might the agency make based on research regarding the central and peripheral routes to persuasion?

Question

Quizplus · Accepted Answer

The radio spot should rely on the peripheral route to persuasion because listeners are stressed, distracted, and impatient, making them less likely to process information deeply. The print ad, aimed at readers of national newspapers and business magazines who are likely to have the time and interest to engage with content more thoughtfully, could effectively use the central route.

An Advertising Agency Is Developing Advertisements to Promote a Political