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When to Avoid/Use Celebrities,[object Object],Adapted from AdPrin.com,[object Object],Endorsements,[object Object]
Adapted from AdPrin.com,[object Object],Celebrities ,[object Object],When should you avoid celebrities?Go to the next slide for the answer.,[object Object],2,[object Object]
	When an ad contains strong arguments, avoid the use of celebrities(6.6.1),[object Object],Gallup and Robinson non-experimental studies of TV commercials showed that customers understood:,[object Object], 			2.4 selling points for ads with no celebrities,[object Object],	1.4 points for ads with celebrities.,[object Object],Analyses of non-experimental data on TV commercials found that those with celebrities had lower persuasion scores.,[object Object],Consider celebrity endorsements for gaining attention.,[object Object],But calculate the projected Return-on Investment – and include an escape clause.,[object Object]
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. ,[object Object],For example, examine celebrity endorsements for your firm to see if you have strong arguments.,[object Object],Adapted from AdPrin.com,[object Object]

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