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advertising technique using a statement that can be interpreted in different ways to mean different things. Advertisers will sometimes deliberately use ambiguous statements in their advertising so that the message will mean different things to different people. This is particularly true when the product does not have a well-defined target audience . Studies indicate that consumers who do not have any strong belief about a brand are more likely to accept an ambiguous message. In this way they can project their own image and needs onto the brand.