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Callaway Manufactures Golfing Equipment-Primarily Golf Clubs

Question 129

Multiple Choice

Callaway manufactures golfing equipment-primarily golf clubs.The company has hired Bill Gates and Celine Dion to promote its clubs as "a brand that is something one can aspire to own." Callaway hopes that in this advertising communications,Gates and Dion would be seen as:


A) opinion leaders
B) innovators
C) early instigators
D) gatekeepers
E) aspirational adopters

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