1. By: Andrew Pickett, Michael Mitchell, Craig Rampersaud

2. Source ATTRIBUTES Credibility Attractiveness Power Commercial

3. Target Market: Football fans age 21-45 Credibility is the extent to which the recipient sees the source as having relevant knowledge skill or experience and trusts the source to give unbiased, objective information. Football fans will recognize such a potent figure as Mike Ditka and deem the commercial credible. Credibility

4. ATTRACTIVENESS Attractiveness refers to the similarity, familiarity, and/or likeability of the source Identification – the process by which an individual is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, or behaviors. The use of humor mixed in with the re-enactment of a football press conference appeals to the target market.

5. Refers to the ability of the source to administer rewards or punishment to the receiver. The campaign’s use of power is demonstrated through the use of multiple celebrities (NFL coaches) in multiple different commercials throughout the campaign. POWER