The Effectiveness of Advertisements Utilizing Four Types of Endorsers

Friedman, Hershey H.; Termini, Salvatore; Washington, Robert E.

doi:10.1080/00913367.1976.10672647

Cited by 179 publications

(141 citation statements)

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“…La clasificación más genérica es la de famoso y no famoso. Sin embargo, la mayoría de autores realiza una tipología más detallada en cuatro modalidades diferentes (Belch & Belch, 2013;Fleck et al, 2014;Friedman, Termini & Washington, 1976;Khatri, 2006;Stafford et al, 2002;Stephens & Faranda, 1993): (1) famoso; (2) consumidor; (3) profesional/ experto; y (4) portavoz de la empresa.…”

Section: Introductionunclassified

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

Perelló-Oliver

Molina

Campos-Zabala

2018

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Cómo citar este artículo / Referencia normalizada S Perelló-Oliver, C Muela-Molina, M V Campos-Zabala (2018): "La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz". Revista Latina de Comunicación Social, 73, pp. 1163 Abstracts [ES] Introducción:Como una forma de personificación de la marca, el presente trabajo analiza la presencia de la figura del portavoz en sus distintas modalidades y el uso que se hace de ellos en la publicidad radiofónica. Metodología: Se ha utilizado una técnica cuantitativa de análisis de contenido para analizar las cuñas emitidas en las doce emisoras comerciales de ámbito nacional de mayor audiencia (tres generalistas y nueve temáticas). El corpus de las cuñas publicitarias objeto del análisis protagonizadas por portavoces quedó configurado por 3.890 cuñas. El tipo de portavoz se ha cruzado con otras variables como tipo de anunciante, categoría de producto, tipo de mensaje y pronombre del sujeto. Resultados y conclusiones: El medio radio es más proclive a hacer uso de voces que representan personalidades de bajo perfil popular en detrimento de las celebridades que protagonizan la publicidad en otros medios.[EN] As a form of brand personification, this article analyses the presence of the figure of the spokesperson in its various forms and their use in radio advertising. analysis has been performed on the advertising spots broadcast by the 12 national commercial radio stations with the highest audience shares in Spain (of which three are full-service and nine are themed stations). The sample of adverts featuring spokespeople was composed by 3,890 units. The type of spokesperson has been correlated with other variables such as type of advertiser, product category, type of message and subject pronoun. Results and conclusions: Radio, as a medium, is more inclined to make use of voices representing low-profile personalities to the detriment of celebrities who are featured in advertising in other media.

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Section: Introductionunclassified

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

Perelló-Oliver

Molina

Campos-Zabala

2018

RLCS

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“…The literature distinguishes three types of endorser: 'regular' consumers, experts and celebrities (Friedman, Termini & Washington, 1976). The difference between these types of endorser is based on distinguishing characteristics.…”

Section: Types Of Endorsermentioning

confidence: 99%

“…Whereas 'regular' consumers have no special knowledge of the products they endorse, experts have acquired their knowledge through experience, study or training. Also celebrities often lack special knowledge of the products and are invariably people who rose to fame through achievements in a field other than connected with the product (Friedman, Termini & Washington, 1976;Stout & Moon, 1990). …”

Section: Endorsers In Advertisementsmentioning

confidence: 99%

“…In determining either of these, consumers can apply a number of the endorser's characteristics, such as age, gender and lifestyle. With 'regular' consumers as endorsers their respective similarity also provides information about the way the ordinary consumer might use the product (Freiden, 1984;Friedman & Friedman, 1979;Friedman, Termini & Washington, 1976). Whereas the aforementioned studies revealed that 'regular' consumers as endorsers were more effective with products that concern consumers less (such as biscuits), than with products that imply a greater involvement, such as television sets and jewellery, other research has demonstrated that endorsers with whom consumers feel more affinity have a greater influence on attitudes and opinions than endorsers with whom one feels less.…”

Section: Types Of Endorsermentioning

confidence: 99%

“…Usually, three types of endorser are distinguished: celebrities, 'regular' consumers and experts (Friedman, Termini & Washington, 1976;Freiden, 1984).…”

Section: Endorsers In Advertisementsmentioning

confidence: 99%

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