Locate foreign ads at sites like japander.com in which celebrities endorse products they do not pitch on their home turf. Ask friends or classmates to rate the attractiveness of each celebrity, then show them these ads and ask them to rate the celebrities again. Does the star’s “brand image” change after it is paired with cheesyads? Based on these results, what advice would you give to a manager who has to choose among endorsement offers for a famous client?
Answer to relevant QuestionsWhy would a marketer consider saying negative things about his or her product? When is this strategy feasible? Can you find examples of it? Create a list of current celebrities whom you feel typify cultural categories (e.g., clown, mother figure, etc.). What specific brands do you feel each could effectively endorse? What is a brand community, and why is it of interest to marketers? List at least three roles people play in the organizational decision-making process. What are some positive and negative aspects of a policy that requires employees who interact with customers to wear some kind of uniform?
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