Question

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 __________.

Answer 1

Answer:

Peripheral, you do not have strong arguments for why your product is superior.

Explanation:

Persuasion can take two routes. One is central, and the other one is peripheral. In the case of low motivation, low effort and non-analytical option, and temporary change in an attitude is called the peripheral route. It is an indirect route that uses peripheral signs to affiliate positivity with the information — for example, working in an advertising agency. Since the campaign does not need to have much information, using an indirect route is better.