Asked by KG ajjahn hutchinson-baldwin on May 14, 2024
Verified
If John Holmes from the TV show Holmes on Homes were hired as a spokesperson for an electric power tool manufacturer, he most likely would have "star power" due to:
A) a representation of celebrity displacement.
B) an allegiance with the firm.
C) an allowance for being amateurish.
D) the match-up hypothesis.
Match-up Hypothesis
The theory suggesting that the effectiveness of an endorsement depends on the compatibility between the endorser and the product or brand being endorsed.
Star Power
The influence or attractiveness a celebrity has, which is often used in marketing and endorsements to attract customers.
Holmes on Homes
A Canadian television series featuring Mike Holmes, in which he and his team repair or remodel homes that were poorly serviced by previous contractors.
- Describe the match-up hypothesis and its implementation in marketing communications.
Verified Answer
Learning Objectives
- Describe the match-up hypothesis and its implementation in marketing communications.
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