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Source credibility in decoding advertising messages

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How important is source credibility in decoding (i.e. interpreting) an advertising message?

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Solution Summary

This posting looks at the importance of having credible information in the advertising industry.

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Source Credibility is really the most important issue that arises when a customer examines an advertisement.

Perhaps a very special promotion is going on, where the consumer can get an exceptional deal. If the company that is offering this deal is credible - then the person will believe that the deal is 'the real thing'. They will be sure that there is no hidden conditions, and that they ...

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