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Title: Magazine advertising: factors influencing the effectiveness of celebrity advertising
Authors: Martín Santana, Josefa Delia 
Beerli Palacio, María Asunción 
UNESCO Clasification: 531101 Publicidad
Keywords: Publicidad
Issue Date: 2013
Publisher: 1049-6491
Journal: Journal of Promotion Management 
Abstract: This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness
ISSN: 1049-6491
DOI: 10.1080/10496491.2013.769471
Source: Journal of Promotion Management[ISSN 1049-6491],v. 19, p. 139-166
Appears in Collections:Artículos
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