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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

Abstract

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited