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10 July, 11:48

Advertisements for hygiene products such as toothpaste and mouthwash tend to feature doctors as spokespersons endorsing the products. Consumers perceive these doctors to possess a substantial knowledge on health and hygiene. Which of the following characteristics of the message source is represented by this example?

A. Expertise

B. Perception

C. Congruity

D. Visibility

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Answers (1)
  1. 10 July, 14:57
    0
    A. Expertise

    Explanation:

    Advertising is the use of paid messages to communicate with the end-users of a product or service. Advertising seeks to create or increase the demand for goods and services. It informs consumers of the features and benefits of using a particular product, thereby enticing them to buy.

    Sometimes marketers get experts or professionals to endorse a product or a service as a way of advertising. When an expert or a satisfied customer vouch for the effectiveness of a product, customers tend to get convinced. The advert achieves its purpose of increasing sales.
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