Which of the following statements is true about the use of corporate leaders as advertising spokespersons?
A. Many companies believe the use of a company president or CEO is an ineffective way of expressing the company's commitment to quality and customer service.
B. Only major Fortune 500 type companies use corporate leaders as spokespersons.
C. The use of corporate leaders as spokespersons can create problems if the firm's image becomes too closely tied to this individual.
D. Corporate spokespersons are ineffective for consumer products.
E. Corporate spokespersons improve the message source image but have no effect on its trustworthiness.
Answer: C
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