What are the factors that make up a speaker's credibility? What are examples of people who are identified by this?
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The factors that make up a speaker's credibility can vary from academic credentials to personal experience. An individual asked to address a specific topic or to advertise a particular product would generally have some association with the topic or product. For example, a talk on politics by a political scientist with a doctorate or by a professional politician, staffer, or campaign official would carry more weight with the audience than a presentation by someone with no academic or professional experience in that area.
An example here would be a plumber appearing in his own advertisement to reflect professionalism and credibility. Similarly, physicians are used in advertisements for medicines for the obvious reason that they would seemingly know what they are talking about and have the moral obligation of acting in the best interest of the public.