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1. Comedian and TV actor Bill Cosby for many years endorsed Jell-O pudding. Suppose you were brand manager for Jell-O and tasked with coming up with a replacement for Mr. Cosby. Who would you select? Justify the rationale behind your choice. 2. Infomercials are long commercials that generally last from 30 to 60 minutes. These commercials typically are aired during fringe times and frequently promote products such as diet aids, balding cures, and exercise products. These infomercials often use endorsements from physicians and other health professionals to buttress claims about the promoted brand’s efficacy. Using concepts from this chapter, explain why health professionals are used in this form of advertising.


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