A marketer who is using colorful ads is enhancing the consumers' _____.
A) motivation to attend to the message
B) motivation to process brand information
C) opportunity to encode information
D) opportunity to reduce processing time
E) ability to access knowledge structures

Question

A marketer who is using colorful ads is enhancing the consumers' _____.
A) motivation to attend to the message 
B) motivation to process brand information 
C) opportunity to encode information 
D) opportunity to reduce processing time 
E) ability to access knowledge structures

Quizplus · Accepted Answer

Colorful ads may catch the consumers' attention and increase their motivation to attend to the message being conveyed, thus enhancing their involvement with the advertisement. However, it may not necessarily increase their motivation to process brand information or provide an opportunity to encode information or reduce processing time, which are more related to the clarity and persuasiveness of the message. Similarly, colorful ads alone may not enhance the consumers' ability to access knowledge structures, which depends more on their prior knowledge and experience with the brand or product category.

A Marketer Who Is Using Colorful Ads Is Enhancing the Consumers