FOOT CREAM MINI CASE: Athlete's Aid Is a Foot Cream

FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's foot with once-daily application after showering.Athlete's Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete's Aid prevents athletes foot and the terrible foot smell associated with it.These television ads are placed at the end of the advertising series immediately before kick-off in a number of important games during the football season, with the ad repeated during the rest of the game.
-In the FOOT CREAM MINI CASE,Tom Brown's testimonial about using Athlete's Aid to prevent athlete's foot,as opposed to having him list the medical justification for how the cream works,is an example of which of the following rules about the use of celebrity endorsers?

A) The marketer must ensure that the wording of the endorsement lies within the recognized competence of the spokesperson.
B) The endorser's credibility is not a substitute for corporate credibility
C) Endorsers who have demographic characteristics similar to those of the target audience are viewed as more credible and persuasive than those that do not.
D) When message comprehension is low, receivers rely on the spokesperson's credibility in forming attitudes toward the product.
E) The synergy between the endorser and the type of product or service advertised is an important factor.

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