Kizspy Question: 8
(Choose 1 answer)
A way of enhancing source credibility is to use the company president or CEO as a spokesperson in the firm's
advertising. Which of the following is NOT a disadvantage of this approach?
A. A CEO spokesperson who becomes very popular may get more attention than the company's
product/service or advertising message.
B. If a firm's image becomes too closely tied to a popular leader, there can be problems if that person leaves
the company.
C. If a firm's image becomes too closely tied to a popular leader, there can be problems if that person is
involved in any type of controversy such as political issue or personal problem.
D. The use of a company president or CEO can increase the likelihood that consumers will inquire about a
company's product or service.
