Article Summary. The article describes three key ways startup companies can get
the most benefit from celebrity endorsements. One way is choosing a celebrity that
can bring credibility to the company and then incorporating the celebrity into the
company’s marketing strategy. Second, get public relations value from the
celebrity by offering exclusive interviews, contests, and photos and videos of the
celebrity with the product. Finally, make sure to choose a celebrity who will
represent the product at all times, giving the product maximum exposure.
Source: Kevin Tighe II, “3 Ways Startups Can Turn Celebrity Endorsements Into
Big Gains,” Forbes, March 8, 2013.
One explanation for the increase in product sales because of celebrity endorsements is
that people seem to receive ________ from goods they believe are popular.
A) more utility
B) diminishing utility
C) greater network externalities
D) increased path dependency
Making optimal decisions “at the margin” requires
A) making decisions according to one’s whims and fancies.
B) making consistently irrational decisions.
C) weighing the costs and benefits of a decision before deciding if it should be pursued.
D) making borderline decisions.