What happens when you spokesperson switches brands? Paul Marcarelli was the face of Verizon, asking the question “Can you hear me now?” That relationship ended. He is now doing commercials for Sprint, a competitor.

Discussion Questions:

  1. Look through the source characteristics discussed in Chapter 6. Discuss each of the characteristics in terms of Paul Marcarelli as the spokesperson for Sprint.
  2. How effective is this strategy for Sprint? Explain.
  3. How does Paul switching to Sprint from Verizon impact consumer image of Verizon? What about Sprint?

About Dr. Ken Clow

Co-author of textbook.

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