You Work for an Advertising Agency

Multiple Choice

You work for an advertising agency. You have been assigned to come up with an advertising campaign for a new brand of designer water, which in reality is standard city reservoir water in a fancy bottle. In this case, you are best off using the __________ route, because __________.

A) central; you have strong arguments for why your product is superior
B) central; your audience is going to be highly motivated
C) peripheral; you do not have strong arguments for why your product is superior
D) peripheral; your audience is going to be low in the need for cognition