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COORS LIGHT

COORS LIGHT. By: Andrew Pickett, Michael Mitchell, Craig Rampersaud. Source ATTRIBUTES. Credibility Attractiveness Power. Commercial. Credibility. Target Market: Football fans age 21-45

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COORS LIGHT

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  1. COORS LIGHT By: Andrew Pickett, Michael Mitchell, Craig Rampersaud

  2. Source ATTRIBUTES • Credibility • Attractiveness • Power • Commercial

  3. Credibility • Target Market: Football fans age 21-45 • Credibility is the extent to which the recipient sees the source as having relevant knowledge skill or experience and trusts the source to give unbiased, objective information. • Football fans will recognize such a potent figure as Mike Ditka and deem the commercial credible.

  4. ATTRACTIVENESS • Attractiveness refers to the similarity, familiarity, and/or likeability of the source • Identification – the process by which an individual is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, or behaviors. • The use of humor mixed in with the re-enactment of a football press conference appeals to the target market.

  5. POWER • Refers to the ability of the source to administer rewards or punishment to the receiver. • The campaign’s use of power is demonstrated through the use of multiple celebrities (NFL coaches) in multiple different commercials throughout the campaign.

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