Research Shows That Longer Messages Are Sometimes More Effective

question 8

Multiple Choice

Research shows that longer messages are sometimes more effective.However,the length of the message should matter less when:

• A) the information is processed via the central route.
• B) the information is processed via the peripheral route.
• C) the message has a positive valence.
• D) the consumer has a short attention span.

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Definitions:

Positioning Statement

A concise description of how a brand or product fits into the market and in the minds of the target consumers, distinguishing it from its competitors.

Integrated Marketing Communications Plan

A strategic approach that unifies all marketing and communication tools, avenues, and sources within a company into a seamless program to maximize the impact on end-users at a minimal cost.

Creative Message Strategy

A marketing approach focused on designing and delivering unique, relevant, and compelling messages to a target audience to achieve specific communication objectives.

Social Media Presence

A measure of how visible and active an individual or organization is on social media platforms.