Question

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

Answer 1

A. Expertise

Step-by-step 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.