According to the meaning transfer model developed by Grant McCracken, which of the following statements is true of celebrity endorsers?
A)Credibility and attractiveness can effectively explain how and why celebrity endorsements work.
B)Celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing.
C)The image that celebrities project to consumers is more important than their ability to attract attention.
D)Once the first two stages of the model have been implemented, the final stage is simple and easy to achieve.
E)Celebrities' overexposure to advertisements help marketers achieve the desired recognition.

Question

Quizplus · Accepted Answer

According to McCracken's meaning transfer model, celebrity endorsers bring their meanings and images to an ad and transfer them to the product they are endorsing. Credibility and attractiveness may be factors that contribute to the transfer of meanings, but they are not the only factors. The final stage of the model may not necessarily be simple and easy to achieve, as it involves maintaining the association between the celebrity and the product over time. Overexposure to advertisements may actually have a negative impact on the effectiveness of celebrity endorsements, as consumers may become fatigued or skeptical of the celebrity's credibility.

According to the Meaning Transfer Model Developed by Grant McCracken