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. https://doi.org/10.1108/07363769210037088
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