You are developing advertisements to promote a political candidate. One advertisement is a radio spot to be aired during "drive time," when listeners are stressed, distracted, and impatient. Another advertisement is a print advertisement to appear in national newspapers and business magazines. Based on the given information, which of the following statements is true?
A. The radio message is likely to have a stronger effect than the print advertisement and will bring about a lasting attitude change.
B. The message in the print advertisement is likely to bring about a less persistent attitude change than the radio message because of the inattentiveness of readers.
C. Listeners are likely to use peripheral route processing to understand the radio message.
D. Readers are likely to use peripheral route processing to comprehend the message in the print ad.
Answer: C
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