The leverage point in an advertisement is the message or concept that links the product's attributes and benefits to the consumer end-state values.
Correct Answer:
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Q27: Verbal images are usually stored in both
Q28: Taglines are important because they carry over
Q31: Both the hierarchy of effects model and
Q33: A leverage point is associated with an
Q34: MECCAS stands for Means-End Conceptualization of Components
Q35: A message is more likely to be
Q42: A means-end chain stresses the linkage between
Q43: Visual images tend to be more difficult
Q44: Personal values are not part of a
Q67: Ads with concrete images tend to lead
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