Marketers Try to Select Spokespeople Whose Traits Will Maximize Their

question 12

Multiple Choice

Marketers try to select spokespeople whose traits will maximize their message influence.The three categories of source attributes that should be considered during the selection process are:

• A) power, image, and knowledge
• B) credibility, attractiveness, and power
• C) consistency, credibility, and continuity
• D) credibility, recognizability, and individuality

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Definitions:

Third-Person Effect

The belief that others are more affected by media messages and propaganda than oneself, often leading to an underestimation of the effect on oneself.

Persuasive Messages

Communications designed to influence the attitudes, beliefs, or behaviors of the receiver.

Public Speech

The act of speaking to a live audience in a structured, deliberate manner to inform, influence, or entertain.

Intelligent Audience

An audience that is perceived to be capable of understanding and processing complex information and messages.