Gillette believes commercials for deodorants are processed primarily through a peripheral processing route. Which of the following advertising strategies should Gillette use?
A. Very detailed ads with a great deal of information about the causes of body odor.
B. Detailed ads with strong message arguments about Gillette brands.
C. Ads that use celebrity endorsers such as basketball star Lebron James.
D. Ads that pay more attention to information in the copy than executional elements such as visual imagery.
E. Ads that are free of any distractions like pictures or jingles.
Answer: C
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