Source - Advertising Management

It has to be seen whether the source is effective and how the target market will respond to it. Some sources, like KapilDev, Sharukh Khan, Sachin Tendulkar, Amitabh Bachhan, PrettyZinta, KareenaKapoor, are very effective. They are attractive, genuine sports persons or actors and have the credibility. Sometimes, the source looses its credibility or becomes old and has tobe changed.

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