hich of the following is sound advice for choosing a celebrity for IMC?

1. overall image
2. risk
3. cost
4. familiarity and likability
5. all of the above

In the structure of a marketing message, the ________ effect tells us that information that is presented first is most effective, but the _______effect indicates that if information is presented last it is most persuasive.

1. recency; tertiary
2. recency; primacy
3. primacy; tertiary
4. primacy; recency
5. none of the above