This paper examines the use of spokespersons in advertising: Selection criteria, influence on advertiser image, "generic" vs. famous person and impact on consumers and sales.
Written in 1991; 2,250 words; 17 sources; $ 79.95
From the Paper:
"This research examines the use of spokespersons in advertising. Areas of interest include (1) selection criteria, (2) spokesperson influence on advertiser image, (3) the use of research in the actual selection of spokespersons, and (4) the impact of spokespersons on sales.
SELECTION CRITERIA
The selection criteria for spokespersons to appear in a company's advertising tends to vary, depending upon how the company segments and targets its markets. Depending upon the specific segmentation and targeting characteristics, a firm may desire a high profile individual (a celebrity), an individual conveying an image of expertise or trust (such as a physician), or a generic individual who can provide verisimilitude for an ... "
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