While all of the 12 celebrities are known worldwide, the extent to which consumers recognize them and are
influenced by whose brand they endorse varies from region to region (according to the regional consumer appeal indexes shown on the bidding screen). A celebrity with a regional consumer appeal index
of 90 will have twice the market impact as one with a regional index of 45. The higher the sum of the
regional consumer appeal indexes of the celebrity endorsers your company signs, the greater the regional
branded sales volume and market share will be (other competitive attributes remaining equal). There is no
limit on the number of celebrities that can be signed by a particular company. However, there is a rapidly
diminishing market impact associated with signing additional celebrities once the sum of their consumer
appeal indexes in a particular geographic region rises above 400, and the positive impact on sales volume
and market share of celebrity endorsers tops out altogether at a combined index value of 500.