TV campaigns with celebrities work
TV EFFECT The use of prominent brand ambassadors in marketing communications is and remains a popular marketing tool. The number of testimonial campaigns is constantly increasing. For the study, 16 current TV commercials with celebrities were scrutinized to find out how the use of celebrities affects important marketing success factors such as purchase intention, impression of quality and [...].
For the study, 16 current TV commercials with celebrities were scrutinized to find out how the use of celebrities affects important marketing success variables such as purchase intention, impression of quality and brand sympathy. In addition, the study also analyzed which brands experience a positive image change as a result of the celebrities used.Celebrities are often used in the hope of setting themselves apart from competing products as well as generating attention and emotionally charging and positioning brands and products. It is therefore not surprising that the number of testimonial campaigns continues to increase: since the last published study in February 2014, more than 200 campaigns with celebrities have been seen.Each spot tries to convince in its own way with its testimonial. For example, soccer icon Mario Götze demonstrates his sporting prowess while listening to Beats Wireless headphones, Heino makes the puppets dance in celebration of Smartmobil's new LTE One rate plan, and Robbie Williams extols the benefits of the VW Club & Lounge special models in charming German. The extent to which these and thirteen other advertised brands and products benefit from the testimonials used in terms of spot rating, purchase intention, impression of quality, brand sympathy or brand image, was analyzed by cpi Celebrity Performance. Celebrity Influence on Spot Impact:
