lg] Canvas Learning Managemen X a Fal22_BUS-192_23901Advei X (.3 Question 2 - Assignment: Ch. X C Source Characteristics and tt X ( C' it ezto.mheducation.com'. . .mgii rm ;. i,i mgr. , . lVJ',Lii,li' in Assignment: Chapter 6 0 Saved Help Save& Exit Submit v\"...'....y.. West Park University (WPU) is among the top 20 choices for higher education in the Midwest. Bill Grant, the newly appointed president ofWPU, wants to raise the university's profile and move WPU into the top ten choices for students pursuing a college degree in the Midwest. As part of his vision, he proposed an integrated marketing communications (IMC) campaign to appeal to the best student prospects and their parents, After the board approved his plan, the school hired an advertising agency to help develop WPU's IMC campaign. The account management team at the ad agency was considering several choices for the source ofthe message in the IMC campaign Several possibilities were discussed, including: - the current WPU president, Bill Grant . current WPU students . parents of WPU students . faculty members at WPU a - a successful young entrepreneur who graduated from WPU ten years ago and now runs a high-tech company with 3,000 99\"\" employees - notable citizens in the community who have been impacted by WPU's presence 6 - the very wellerespected current governor of the state who enjoys a record approval rating Pm . a stylish tennis player ranked fifth in the world who is a youth icon who has close ties to the ad agency A source is a person involved in communicating a marketing message, either directly or indirectly. Organizations need to be careful when selecting individuals to deliver their messages, The brand needs to recognize that the characteristics of the source affect the References sales and advertising message. Sources vary in their characteristics and the process through which they influence consumers. While the university has many options, it has to decide on a source and design the communications accordingly. After much deliberation, the team arrived at a short list offive possibilities Match the ve sources being considered to the respective source characteristics, the process of inuence involved and possible outcomes of using that source. Please note thatsome labels may be used more than once. State Governor, Ted Brown 1. Nature ofthe Source (Click to select) v 2. Process of Inf uence (Click to select) v 3. Potential Outcome % C Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 2 - Assignment: Chap x C Source Characteristics and the X K C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... ( C Assignment: Chapter 6 i Saved Help Save & Exit Submit State Governor, Ted Brown 1. Nature of the Source 2 (Click to select) 2. Process of Influence (Click to select) v 2 3. Potential Outcome points (Click to select) 8 00:42:00 Successful Entrepreneur and WPU Alum, Ryan Wright 1. Nature of the Source (Click to select) 2. Process of Influence eBook (Click to select) v 3. Potential Outcome Print (Click to select) Top-ranked Tennis Player, Justin White 1. Nature of the Source References (Click to select) 2. Process of Influence (Click to select) v 3. Potential Outcome (Click to select) Nobel Prize-winning faculty for Economics, Dr. Emil Gorkin 1. Nature of the Source (Click to select) 2. Process of Influence (Click to select) v 3. Potential Outcome Mc Graw HillC Canvas Learning Management X Fal22_BUS-192_23901 Adverti X Question 2 - Assignment: Chap x C Source Characteristics and the X K C ezto.mheducation.com/ext/map/index.html?_con=con&external_browser=0&launchUrl=https%253A%252F%252FIms.mheducation.com%252Fmghmiddleware%252Fm... C Assignment: Chapter 6 i Saved Help Save & Exit Submit 2. Process of Influence 2 (Click to select) v 3. Potential Outcome (Click to select) 2 Top-ranked Tennis Player, Justin White points 1. Nature of the Source (Click to select) 00:41:57 2. Process of Influence (Click to select) v 3. Potential Outcome eBook (Click to select) Nobel Prize-winning faculty for Economics, Dr. Emil Gorkin 1. Nature of the Source Print (Click to select) n 2. Process of Influence References (Click to select) 3. Potential Outcome (Click to select) Current successful seniors at WPU who play on the winning basketball team 1. Nature of the Source (Click to select) 2. Process of Influence (Click to select) v 3. Potential Outcome (Click to select) Mc Graw Hill