Subject Index
 

Rising consumer concern over long-standing guidelines for testimonials and endorsements may spell trouble for advertisers. Currently, a testimonial or endorsement is defined broadly to mean any market ...

Parker believes that influence through reference has replaced deference for consumers who seek out the views of their peers, TV presenters or newspaper columnists, such that 60% of financial advertisi ...

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 ...

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 ...

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 ...