Which of the following statements best illustrates how important the source of a message can be to a communication campaign?
A) Consumers only pay attention to spokespersons with whom they are familiar.
B) Nike is a well-known, successful brand.
C) Many perfume brands employ famous, beautiful actresses to represent them in advertising.
D) When photos of Olympic swimmer Michael Phelps using drugs appeared on social media, many of his sponsors cancelled his contracts.

Question

Quizplus · Accepted Answer

The example of Michael Phelps demonstrates the impact that a negative association with a spokesperson can have on a communication campaign. Phelps was a highly successful athlete and spokesperson for many brands, but when negative information was associated with him, brands quickly distanced themselves. This illustrates the importance of carefully considering the source of a message in a communication campaign.

Which of the Following Statements Best Illustrates How Important the Source