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) Detailed ads with strong message arguments about Gillette brands
C) Ads that use celebrity endorsers and memorable jingles
D) Ads that pay more attention to information in the copy than executional elements such as visual imagery

Question

Quizplus · Accepted Answer

Since the commercials are processed primarily through peripheral processing, which relies on cues such as celebrity endorsers and jingles to influence attitudes and behavior, Gillette would likely use ads that use these executional elements rather than detailed information or arguments about their brands. Celebrity endorsers and jingles can create positive associations and make the product more memorable, which can impact consumer behavior without requiring much cognitive effort.

Gillette Believes Commercials for Deodorants Are Processed Primarily Through a Peripheral