Case Assignment 1 International Communication

Case Assignment 1 International Communication - TUI...

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TUI UNIVERSITY Dean J. Keveles Module 1 Case Assignment COM301 International Communication Dr. Gerard Woodlief August 15, 2011
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Tiger Woods has been known as one of the best golfers the sport has ever seen. However, he has had a recent transgression of a sex scandal, which had dominated the news since it became public, and will continue to be an image he will be hard-pressed to shake for some time to come. In addition, his recent poor play on the golf course has not lent him any credence to sponsorship on a scale to which Nike is known. For the sake of the Nike corporate image, should we drop Tiger Woods from our sponsorship due to his sex scandal and recent poor performance on the golf course, both so prominent in the news? As a Nike corporate consultant, I recommend we drop Tiger Woods from our list of athletic sponsorships. Advertising is a powerful tool for Nike to sell our products. In hopes of increasing sales, often a company will hire a celebrity to be the spokesperson of their product. That celebrity spokesperson is expected to uphold the best possible image that the consumer population will respect and desire to purchase the endorsed product or service. When the celebrity spokesperson comes into the limelight for tarnishing their image through some form of scandal, the endorsed company considers whether or not to continue using that particular celebrity in fear that sales will decline because of an associated lack of morals by the celebrity. According to Talmazan
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Case Assignment 1 International Communication - TUI...

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