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Mobile ads rarely create substantial customer engagement and impact.
Match-up Hypothesis
A theory suggesting that the effectiveness of an advertisement is more likely when there is a congruent match between the endorser and the product being endorsed.
Weatherman
An individual who reports and forecasts weather conditions.
Celebrity Endorser
A famous person who promotes or publicly supports a product, service, or brand.
Sleeper Effect
A phenomenon where a message that was initially discounted or ignored gains persuasiveness over time.
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