This paper discusses the use of celebrities in marketing communications, including the origins, rationale, advantages and disadvantages.
Written in 2004; 3,600 words; 5 sources; MLA; $ 127.95
Paper Summary:
The paper studies the use of celebrities in marketing communications. This includes the origins, rationale, advantages and disadvantages. The paper discusses the methods of gauging the effectiveness of celebrities in marketing communications.
From the Paper:
"The use of celebrities in marketing is as old as marketing itself, at least in the organized mass-communications sense. Picture histories of advertising show that as soon as true advertising campaigns emerged from the background of storefront signs and the equivalent of classified ads in the th century they began using the images and endorsements of actors and actress sports stars and other public figures who in modern terms we would describe as celebrities."
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