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Discuss an example of a negative celebrity endorsement

Problem

Read the Marketing Insight at the end of Chapter 12 on Celebrity Endorsements. Using examples, discuss the following:

1) What are the advantages and disadvantages of using celebrities in marketing campaigns?

2) What are the potential risks?

3) Discuss an example of a negative celebrity endorsement and how the company responded. Do you agree with the company's response? What else could the company have done?

The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.

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