when to avoid/use celebrities view as slide show adapted from adprin.com endorsements

4
When to Avoid/Use Celebrities View as slide show Adapted from AdPrin.com Endorsement s

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Page 1: When to Avoid/Use Celebrities View as slide show Adapted from AdPrin.com Endorsements

Adapted from AdPrin.com

When to Avoid/Use Celebrities

View as slide show

Endorsements

Page 2: When to Avoid/Use Celebrities View as slide show Adapted from AdPrin.com Endorsements

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

Page 3: When to Avoid/Use Celebrities View as slide show Adapted from AdPrin.com Endorsements

When should you use celebrities

Consider celebrity endorsements for gaining attention.

But calculate the projected Return-on Investment – and include an escape clause.

Page 4: When to Avoid/Use Celebrities View as slide show Adapted from AdPrin.com Endorsements

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.