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Source of message

‡ Doesn t contains any direct or indirect source. ‡ Here source is organization with message to communicate. Source of Attributes ‡ Credibility
± Expertise & trustworthiness

‡ Attractiveness
± Similarity, familiarity, & likability.

Message factors
‡ Message structure
± Primacy effect

‡ Message sidedness
± Refutation ± Verbal and visual

‡ Message appeal
± Fear appeal

‡ Channel
± Print media

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