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:

Discussion Questions:

  1. Consider the 30 top celebrity endorsers. Do they have the same appeal to younger generations? Will they still be effective in 5 years?
  2. 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?
  3. 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?
  4. Watch the celebrities versus influencers video. Do you think influence marketing will replace or become more often used than celebrity endorsements? Defend your answer.

About Dr. Donald Baack

Co-author of textbook.

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