Celebrity endorsements have been a staple of advertising and marketing communication programs for many years. With new analytics available and a new generation of consumers, do they still have the same impact?
Resources:
- 30 Top Celebrity Endorsers
- Best Celebrity Ads
- Value of Celebrity Endorsements
- Celebrities versus Influencers
Discussion Questions:
- Consider the 30 top celebrity endorsers. Do they have the same appeal to younger generations? Will they still be effective in 5 years?
- Watch the best celebrity ad video. Do the ads have anything in common? What type of appeal and executional framework is being utilized in each one?
- View the value of celebrity endorsement video. What the results found in the golf industry be the same in other industries? Why or why not?
- Watch the celebrities versus influencers video. Do you think influence marketing will replace or become more often used than celebrity endorsements? Defend your answer.
Clow/Baack 