Creative approaches: Celebrity

 

The article reports a research study into the effects of using celebrities in marketing communications. They remain popular: more than half UK adults have read about celebrities in three months, and 2

This research explores how an advertising agency selects a celebrity endorser. The study was conducted in two phases: in-depth interviews that helped the researchers have a greater understanding of th ...

The relationship of image congruity and postpurchase dissonance has been reported in the advertising literature. The relationship among dissonance, dissatisfaction, and repeat-purchase behavior is a f ...

Materialism is an important issue, especially among young people, and especially in a Chinese context. Based on a theoretical model of the endorsement of materialistic values among Chinese youth, the ...

In this article, Geoffrey Precourt, US editor of WARC Online, reports on a link between celebrities and consumers' identities, and on the importance of staff-led branding. This is one of a series of e ...

The present study examines how different degrees of celebrity-product incongruence influence the persuasiveness of celebrity endorsement. Schema-congruity framework provides the theoretical basis for ...

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 Knowledge Point article argues that the right celebrity, used in the right way, can undoubtedly be a powerful brand asset. But using a celebrity is no guarantee of effective advertising. Overall ...

The use of celebrities in advertising, always a popular practice, has been on the rise in recent years, and the trend shows no sign of abating. Yet the risks undertaken by advertisers pursuing this ap ...

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 ...