Dan Is Doing Marketing for an Herbal Supplier Who Has

Multiple Choice

Dan is doing marketing for an herbal supplier who has a new product that the developer believes will help people to lose weight. Dan is reluctant to promote the new product directly, but attempts to create a lot of buzz within the industry through secondary sources. What is Dan trying to avoid?

A) He is afraid that if people really knew where his product came from, they would not be interested in it.
B) He is trying to facilitate proper decoding of his message
C) He is trying to avoid the negative spin created by the uses and gratification theory.
D) He is trying to avoid the sleeper effect.
E) He is attempting to build credibility by avoiding the corporate paradox.