Consumer Behavior

Woolworths supermarket is an Australian grocery retailer positioned primarily around fresh and affordable food (seehttps://www.woolworths.com.au/shop/discover/home). Woolworths is picking a new source for its next TV ad campaign. Explain the source options (e.g., a celebrity, etc.) they have, their positives and negatives, and recommend a choice. In your answer, use concepts around persuasion and relate these to the associative networks and brand perceptions that consumers have around Woolworths.