Imagine that you are the brand manager for Coca$-$Cola and that you just paid NFL quarterback Dak Prescott $$200,000$ to endorse Coke Zero. Now, after you've endorsed Prescott, what would you need to do next with this asset?

Use Prescott and "balanced statements" in all your ads

Sign the head coach at Texas A&M so you can own the state

Measure Prescott's credibility with the "popularity$/$credibility scale"

Spend another $$400,000-$$$600,000$ on activating the endorsement