When considering cost when choosing a celebrity endorsers brand managers must calculate _____ to determine whether a more expensive celebrity would be the best fit.
A) qualitative research
B) Q-rating tests
C) alternative returns on investment
D) a credibility analysis
E) a focus group

Question

When considering cost when choosing a celebrity endorsers brand managers must calculate  _____ to determine whether a more expensive celebrity would be the best fit.
A) qualitative research 
B) Q-rating tests 
C) alternative returns on investment 
D) a credibility analysis 
E) a focus group

Quizplus · Accepted Answer

To determine whether a more expensive celebrity would be the best fit, brand managers must calculate alternative returns on investment (such as potential increases in sales, brand awareness, or ROI). This will help them weigh the cost of the celebrity endorsement against the potential benefits to the brand. Qualitative research, Q-rating tests, credibility analysis, and focus groups may also provide useful information, but they do not specifically address the cost-benefit analysis of a celebrity endorsement.

When Considering Cost When Choosing a Celebrity Endorsers Brand Managers