when to avoid/use celebrities view as slide show adapted from adprin.com endorsements
TRANSCRIPT
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Adapted from AdPrin.com
When to Avoid/Use Celebrities
View as slide show
Endorsements
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Adapted from AdPrin.com 2
When should you avoid celebrities?Click for the answer.
When an ad contains strong arguments, avoid the use of celebrities (6.6.1)
Gallup and Robinson non-experimental studies of TV commercials showed that customers understood:
2.4 selling points for ads with no celebrities
1.4 points for ads with celebrities.
Analyses of non-experimental data on TV commercials found that those with celebrities had lower persuasion scores.
Celebrities
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When should you use celebrities
Consider celebrity endorsements for gaining attention.
But calculate the projected Return-on Investment – and include an escape clause.
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Adapted from AdPrin.com
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.
• For example, examine celebrity endorsements for your firm to see if you have strong arguments.