Based on the principles of persuasion related to the recipients of a message, analyze the most likely reason for the discrepancy in the campaign's effectiveness described in the case study.

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The effectiveness of persuasion is significantly influenced by the characteristics of the audience. Key attributes that determine how a message is received and processed include the audience's level of attention, intelligence, self-esteem, and age.

Audience Characteristics of Persuasion

- Attention
- Intelligence
- Self-esteem
- Age

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