Question
Topic: Advertising/PR
Celebrity Endorsement Evaluation
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The hockey player has offered to open his home for a dinner with the dealership’s top 200 clients. He also allows the dealership to use his name in advertising where appropriate. He is supposed to wear a dealership baseball hat in media interviews when he can. In exchange, he drives a dealership car free of charge.
One final note, the hockey player is very well liked and historically an outstanding player. Within the last year, however, it is well known that he has made some bad financial investments and lost a lot of his money. This is the only celebrity endorsement the dealership currently has in place.