Celebrity testimonials are advertising messages delivered

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Celebrity testimonials are advertising messages delivered by famous people who say or imply that they use the product or service themselves. Advertising testimonials are discussed in Chapter 13. The author says the use of a celebrity endorser is a common, but expensive strategy that celebrities are often used to make the ad more appealing and interesting. However, recent research show that most testimonials are a waste of ad dollars (e.g. Frank Sinatra for the Holiday Inn hotel chain), while some celebrity testimonials really do work (e.g. Michael Jordan for Nike, Kirstie Alley for Jenny Craig weight-loss system, etc.).

1. Why do you think some celebrities are more effective at pitching products than others?

2. Experts cite three factors underlying a successful ad testimonial: expertise, trustworthiness and likability. However, new research now shows that only one of those three factors is actually effective in increasing sales. That one attribute is far more important than the other two in creating successful ad testimonials. Which one do you think it is and why?

Reference no: EM132199488

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