McCracken Developed a Model Relating to the Use of Celebrity

question 105

Multiple Choice

McCracken developed a model relating to the use of celebrity endorsers.Which of the following statements represents a major implication of that model?

• A)Companies should choose celebrities with stopping power as endorsers.
• B)Companies should use physically attractive celebrities to endorse their products.
• C)Companies should use as endorsers celebrities who project the image or meaning they want for their products.
• D)The image of a celebrity comes primarily from the products she or he endorses.
• E)Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.