Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 10

Name three influential commercial spokespersons. For each one, discuss the five characteristics used to evaluate spokespersons and their overall level of credibility. Next, make a list of three individuals who are poor spokespersons. Discuss each of the five evaluation characteristics for each of these individuals. What differences exist between an effective and a poor spokesperson