Which of the following is NOT relevant to the vehicle source effect?
A) If the advertising message is relevant and compelling to the target audience, the choice of media vehicle is less important.
B) Media planners consider the most suitable media class and media vehicle for the target audience and the message.
C) People perceive ads differently depending on their context.
D) Certain media vehicles enhance the message because they create a mood that carries over to the communication.

Question

Quizplus · Accepted Answer

The relevance and compelling nature of the advertising message is not directly related to the vehicle source effect. The vehicle source effect refers to how the actual media vehicle used to deliver the message can affect consumer perception and response to the message.

Which of the Following Is NOT Relevant to the Vehicle