Mellow Inc., a manufacturer of toiletry products, believes commercials for toiletries are processed primarily through a peripheral processing route.Which of the following advertising strategies should Mellow use?
A)very detailed ads with a great deal of information about body hygiene
B)detailed ads with strong message arguments about Mellow brands
C)ads that use popular celebrity endorsers such as movie stars and sports personalities
D)ads that pay more attention to information in the copy than executional elements such as visual imagery
E)ads that are free of any distractions like pictures or jingles

Question

Quizplus · Accepted Answer

Peripheral processing route suggests that people are influenced more by superficial cues than by the actual content of the message. Using popular celebrity endorsers fits this description as it relies on the attractiveness and popularity of the person rather than the detailed information about the product.