Philips Lighting is concerned over whether its humorous advertising campaign will be effective in increasing its level of brand awareness among consumers.In terms of the persuasion matrix the independent and dependent variables of interest here are:

Question

Quizplus · Accepted Answer

The persuasion matrix includes four independent variables (source, message, channel, and receiver) and two dependent variables (attention and retention). In this case, the independent variable of interest is the humorous message used in the advertising campaign. The dependent variable of interest is the level of brand awareness among consumers, which falls under retention. Therefore, the best choice is C, message/retention.

Philips Lighting Is Concerned Over Whether Its Humorous Advertising Campaign