McCracken developed a model relating to the use of celebrity endorsers. Which of the following statements represents a major implication of that model?
A. Companies should choose celebrities with stopping power as endorsers.
B. Companies should use physically attractive celebrities to endorse their products.
C. Companies should use as endorsers celebrities who project the image or meaning they want for their products.
D. The image of a celebrity comes primarily from the products she or he endorses.
E. Decisions regarding the choice of a celebrity to use as an endorser can only be made on the basis of judgment or intuition.
Answer: C