the cognitive filter that evaluates the more direct, or central, mes- sages contained in the ad claims and copy. When consumers carefully consider the messages content, then the presence of compelling claims about the advertised brand is essential to develop favorable attitudes toward the brand. However, when consumers do not think carefully about the message claims- probably the reality with many products ranging from colas and beers to personal care and household items-the strength of the ad claims becomes less important. Instead, the ads persuasive impact depends on whether it contains positive peripheral cues. This is why back- ground music by the Rolling Stones or Elton John may affect attitudes toward the brand even without much conscious awareness of the music. Ad practitioner Elias explains, "Im not sure that the consumer     listens as much to the copy as the advertiser might think. I think the personality of the product is shaped by the type of music chosen." Music and promotional tie-ins to music help marketers position a brand as up-to-date and reflective of current culture, as well as develop stronger relationships. Macys teamed up with GQ magazine and designers ranging from Kenneth Cole and Geoffrey Beene to Perry Ellis and Tommy Hilfiger to create a promotional campaign blending retailing, fashion, and music. In an eight-page 2002 holiday ad, Macys created an up-to-date mens collection featuring musical artists clad in designer duds, with a description of the apparel, the artists, and their upcoming releases. Each designer brand was con- nected with a music brand, connecting to an established fan base and reflecting a lifestyle segment. Macys customers who spent $75 or more on any of the fashions featured in the ad could send in a copy of the receipt to GQ Promotions and receive a free CD by the fea- tured artists. Macys rewards its customers with free music (and shopping suggestions), promotes its vendors labels, creates aware- ness for the bands upcoming releases, and connects its own brand as well as those of the designers and artists with customers. Its a quad- win proposition for building relationships at multiple levels. Consumer research indicates that credible sources usually enhance persuasion. Physically attractive sources are more persuasive, espe- cially for sources that are likeable, hold celebrity status, or are similar to the target audience. The surrounding content of television pro- grams, radio music, or magazine content also may enhance an ads credibility. Celebrity endorsers, whether rock musicians or Michael Jordan, shape consumers interpretation of the ad and the product through meaning transfer-the process by which the meaning of one object (a