Creative approaches: Celebrity

 

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the ...

This report looks at the use of celebrities in US automotive marketing, and how they are used to connect with specific audiences and to leverage consumer engagement. The examples cited include Ford's ...

This paper questions the value of celebrity endorsers and points out some of the dangers of using famous faces to sell brands. Best practice tips are also given for negotiating celebrity deals.

Gavan Stewart, founder of Touchdown Brand Affinity Marketing, reckons that tying your brand to a celebrity for endorsement, sponsorship or other partnership is a dangerous strategy. He argues that a m ...

This paper describes the rules that are common to the successful use of celebrities in advertising as well as a study of examples of highly effective celebrity selections and less effective celebrity ...

This paper provides an account and overview of what it calls an 'age-old' technique. It covers possible celebrity roles in ads - 'brand spokesperson' or 'added interest' - as well as noting the PR and ...

This research involves a comparative study conducted in the United States and Japan to investigate whether the form of negative information about a celebrity (other- or self-oriented) results in diffe ...

Whereas most recent country-of-origin (COO) research has focused on multi-cue designs to overcome weaknesses associated with single-cue models by incorporating both extrinsic and intrinsic cues other ...

One in four US TV commercials, and one in five UK commercials feature a celebrity endorser. B Zafer Erdogan, associate professor of marketing at Dumlupinar University in Turkey, explores the reasons ...

The Albert Company, a leading packager of celebrity talent and popular music rights on behalf of ad agency and advertiser clients, explains the wrong, and the right, way for agencies to negotiate deal ...

Hamish Pringle, director general of the IPA and author of ‘Celebrity Sells’, makes ten predictions about the use of celebrities in advertising – and concludes that the share of campaigns using stars w ...

Teenagers currently spend an estimated $153 billion a year on everything from computers to cars to clothes (Brand, 2000). Trend conscious teens are very active in utilizing the media and advertising i ...

With celebrity culture showing no signs of abating, stars are increasingly used to promote brands. But celebrities can be expensive and risky. The guiding principles should be the optimisation of ‘fit ...

Successful character-based marketing can deliver a faithful following of buyers. But beware, it may not be the golden goose it seems - choosing an ill-favoured icon can be costly. In this aricle, Davi ...

David Iddiols describes recent research which attempts to define what is 'successful' when using celebrities in advertising campaigns. He identifies five types of endorsement:-testimonial, imported, ...

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment. They feel that measures must relate to the stage a brand occupies in the brand lif ...

Brinsley Dresden discusses the likelihood of celebrities winning legal battles with advertisers and describes a recent case when racing driver Eddy Irvine fought the existing law and won. The case ag ...

Describes a study into the various factors affecting a person's influence and effect when communicating via mass media, particularly political statesmen on TV. The authors argue that the common facto ...

Although a number of scholars have investigated effective celebrity endorser characteristics with consumer samples using experimental methods, there is only one study by Miciak and Shanklin (1994) tha ...

Use of celebrity endorsers has become a widely employed marketing communication strategy. One of the key issues of this strategy is to decide which celebrity to employ. Even though scholars, mostly US ...

Discusses the use of celebrities in marketing communications. Reasons why companies invest in celebrities summarised. Potential dangers (e.g. over-exposure, adverse change in celebrity's image, oversh ...

This paper traces the history of characters up to the mid-nineteenth century, and thereafter through five ages of character development. Research is described that regularly plots the popularity of ch ...

Little is known about the sales effects of different aged models on older (65 years and over) and younger (less than 65 years) consumers. This is an important issue because marketers have expressed so ...

This paper reviews the current boom in celebrity advertising. More specifically, the objectives of this paper are fivefold: (1) to provide a historical overview of celebrities in advertising, and to d ...

The paper compares major political campaigns in the UK and Taiwan, with emphasis on the creative development process, the working relationships between campaign managers and professional agencies, and ...

Presents a framework applicable to market communications which concentrates on the message source, with little or no augmentation. Argues that source effects occur through one or more of three process ...

An experiment revealed that the relationship between celebrity attitude, and attitude towards brands paired with the celebrity’s voice, is moderated by identification of the celebrity but only when at ...