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This study guide covers key concepts related to endorsers and message appeals in advertising, providing true/false questions and multiple-choice questions with answers. It explores topics such as attention, motivation, encoding, retrieval, celebrity endorsements, source credibility, humor, fear appeals, and comparative advertising. The guide is designed to help students prepare for exams on this chapter.
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a. exposure b. comprehension c. voluntary attention d. nonvoluntary attention
b. habituation c. exemplaration d. wearout e. contextualization
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c. Credibility d. Values e. Expertise
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