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Chapter 11 Source Credibility
Source Credibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Celebrity Sources ,[object Object],[object Object],[object Object],[object Object],[object Object]
Perfect Match
Tiger Woods The Scandal and Loss of Source Credibility
Advertiser ’s Dream ,[object Object],[object Object],[object Object],[object Object]
EA is consistent ,[object Object],[object Object],[object Object],[object Object]
Buick Knows Their Customers ,[object Object],[object Object]
Nike Wants Champions ,[object Object],[object Object]
The Scandal ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Fallout
Nike is staying strong ,[object Object],[object Object],[object Object],[object Object],[object Object]
Managerial Recommendations ,[object Object],[object Object],[object Object]

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Tiger Woods Presentation

Editor's Notes

  1. Companies want a celebrity whose image matches with the personality of the product and the actual OR desired self-concept of the target market.