1. What are the most desirable characteristics of a source or spokesperson?

2. Describe the characteristics of each of the message strategies presented in this chapter. Select ten ads in this chapter not found in the “Message Strategy” section. Identify the message strategy used. Provide a rationale for your choice.

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Studies involving comparative advertisements versus noncomparative ads produced the following findings. Discuss why you think each statement is true. Try to think of comparative ads you have seen that substantiate these claims.

a. Message awareness was higher for comparative ads than for noncomparative ads if the brands are already established brands.

b. Brand recall was higher for comparative ads than for noncomparative ads.

c. Comparative ads were viewed as less believable than noncomparative ads.

d. Attitudes toward comparative ads were more negative than toward noncomparative ads

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