Marketing Communication

Define each of the characteristics of effective spokespersons shown in Figure 6.13. Name three influential spokespersons. For each one, discuss the five characteristics used to evaluate spokespersons and their overall level of credibility.

Next, make a list of three individuals who are poor spokespersons.

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Discuss each of the five evaluation characteristics for each of these individuals. What differences exist between an effective and a poor spokesperson?


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