What is a characteristic of an ad that uses a Central Route approach?

A characteristic of an ad that utilizes a Central Route approach is that it features strong messages that offer logical reasoning and compelling arguments to persuade the consumer. This route is rooted in the Elaboration Likelihood Model (ELM), which posits that when consumers are motivated and able to process information, they will focus on the actual content and quality of the message rather than peripheral cues, such as aesthetic appeal or emotional triggers.

In this context, the presence of strong messages indicates that the ad is appealing to the audience’s cognitive processing. Even if the music is unpleasant, the focus remains on the persuasive strength of the message being delivered. This approach is especially effective for products that require careful consideration before purchase, as it encourages consumers to engage thoughtfully with the information presented, leading to more informed decision-making.

Thus, the ad's ability to present a robust message, regardless of other potentially distracting elements, is a hallmark of the Central Route approach.