Many companies rely on celebrity endorsers as communications sources to persuade. Especially when they target younger people, these spokespeople often are musicians, athletes, or movie stars. Why do you think these celebrities can communicate persuasive messages? How do marketers evaluate if a celebrity is a good celebrity endorser or not? Is celebrity endorsement always good for all companies? In your opinion, who would be the most effective celebrity endorser today, and why? Who would be the least effective? Why?