Question

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

Answer 1

Answer:1. Celebrity's image should match the product.

2. Culture

Explanation: Due to the huge audience center and popularity boasted by celebrities, they are often hired to market goods and services provided by a firm, however, other considerations are also required in other to ensure that the right celebrity is selected to market a certain product. The selected celebrity will be dependent on the goods to be advertised. In the scenario above, physical appearance or image of the marketer is taken into cognizance as dark haired celebrities seem to be a more prudent pick than those with blonde hair. Also, dark haired celebrity should exhibit considerably balance in ethnic or cultural affiliation by showcasing noticeable neutrality between available cultural groups.