The Use of Created Versus Celebrity Spokespersons in Advertisements
Gail Tom
(Professor of Marketing, Department of Management, School of Business Administration, California State University, Sacramento)
Rebecca Clark
(DMI Financial Group)
Laura Elmer
(Mervyn's Department Stores of California)
Edward Grech
(Safeway Supermarkets)
Joseph Masetti Jr.
(Sales Division of Nabisco, Co.)
Harmona Sandhar
(Treasurer with Arishma Corp.)
3121
Abstract
Reports on a study designed to analyse the effectiveness of real and created spokespersons in advertisements. Compares male and female spokespersons′ effectiveness by audience gender. Concludes that celebrities can be used to gain attention and maintain sales, while created spokespersons′ effectiveness is in establishing a lifelong link with the product.
Keywords
Citation
Tom, G., Clark, R., Elmer, L., Grech, E., Masetti, J. and Sandhar, H. (1992), "The Use of Created Versus Celebrity Spokespersons in Advertisements", Journal of Consumer Marketing, Vol. 9 No. 4, pp. 45-51. https://doi.org/10.1108/07363769210037088
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited