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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.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1992



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.



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.




Copyright © 1992, MCB UP Limited

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