Examining the Effectiveness of Celebrity Advertising to Minorities: Entertainers Vs. Athletes

Abstract:

Advertising testimonials are almost as old as advertising itself. Dating back at least to the time the first merchant added "by appointment to his Majesty" to his flyers, testimonial claims have been a favorite form of advertising (Starch 1984). Today testimonials through the use of product endorsers are still widely used. Much of this usage focuses on the celebrity endorser. For instance, estimates are that from one-third to three-fifths of prime-time television commercials use celebrity endorsements, while celebrity usage accounts for ten percent of all commercials (Forkan 1980).

Año de publicación:

2015

Keywords:

Fuente:

google