Matching endorsers to products – an optimal application model
Moti Zwilling
Campaign details
Lead agency: McCann AmesterdamCountry: IsraelIndustry Beers, lagers, stouts, cider,Cosmetics, beauty aidsChannels used: Internet - display, Internet - search, Mobile and apps, TelevisionMedia budget: Up to $500k
Executive summary
This case study describes how researchers at the School of Business Administration, Bar-Ilan University, Israel, developed a tool to to assist advertising agencies to select the best product campaign endorser successfully from a list of a given candidates. The study was based on an innovative model that considers product and...