Celebrity Placement Paper
Susan Thompson
Curtis P. Haugtvedt, Ph.D
Advertising Management
21 February 2014
Celebrity Placement An advertising agency creating a commercial or advertising campaign tries to come up with a creative and persuasive message that consumers will respond to. Often these advertisements feature a celebrity endorser that the agency has decided fits the best with the product and/or the message that they are trying ‘sell’ to the consumer. But do they just simply think off of the top of their head who they believe will be the best fit for the campaign? Sometimes probably yes. But there are also models used to determine the appropriate celebrity for the job, and that is what my paper is going to be researching. “One of the most important variables …show more content…
They are also realizing that athletes, actors and other pop culture icons are only doing advertisements for the paycheck, which can deter people from looking further at a specific brand. Further, you need to be sure to use the right celebrity in your advertising, or the campaign may backfire if people do not feel they relate to that certain person or the celebrity is not someone who fits the brand in the way that they should and it seems as though it is a misrepresentation. This leads us into the cons that are becoming more prevalent with using celebrities in ad …show more content…
(n.d.). Explaining celebrity match-up: Co-avtivation theory of dominant support. 378-384. Retrieved April 20, 2013, from http://www.acrwebsite.org/volumes/ap07/12968.pdf
Daye, D. (2011, February 18). Celebrities in advertising: A marketing mistake? Branding Strategy Insider. Retrieved April 19, 2013, from http://www.brandingstrategyinsider.com/2011/02/celebrities-in-advertising-a-marketing-mistake.html#.UXbR_o7T021
The hazards of celebrity endorsements in the age of twitter. (2013, February 27). Knowledge Wharton. Retrieved April 19, 2013, from http://knowledge.wharton.upenn.edu/article.cfm?articleid=3191
Jones, J. P. (1999). Celebrities in advertising. In The advertising business: Operations, creativity, media planning, integrated communications (pp. 193-208). Thousand Oaks, CA: Sage Publications.
Shevack, B. (1998). The brand should be the star, not the athlete. Brandweek, 39(37), 26. Retrieved April 19, 2013, from http://web.ebscohost.com/ehost/detail?sid=8ed76ab6-66a3-461b-af6f-c544fabf7d56%40sessionmgr110&vid=7&hid=9&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=1158725
Suttle, R. (n.d.). What are five advantages to using celebrities in advertising? Chron. Retrieved April 19, 2013, from
Curtis P. Haugtvedt, Ph.D
Advertising Management
21 February 2014
Celebrity Placement An advertising agency creating a commercial or advertising campaign tries to come up with a creative and persuasive message that consumers will respond to. Often these advertisements feature a celebrity endorser that the agency has decided fits the best with the product and/or the message that they are trying ‘sell’ to the consumer. But do they just simply think off of the top of their head who they believe will be the best fit for the campaign? Sometimes probably yes. But there are also models used to determine the appropriate celebrity for the job, and that is what my paper is going to be researching. “One of the most important variables …show more content…
They are also realizing that athletes, actors and other pop culture icons are only doing advertisements for the paycheck, which can deter people from looking further at a specific brand. Further, you need to be sure to use the right celebrity in your advertising, or the campaign may backfire if people do not feel they relate to that certain person or the celebrity is not someone who fits the brand in the way that they should and it seems as though it is a misrepresentation. This leads us into the cons that are becoming more prevalent with using celebrities in ad …show more content…
(n.d.). Explaining celebrity match-up: Co-avtivation theory of dominant support. 378-384. Retrieved April 20, 2013, from http://www.acrwebsite.org/volumes/ap07/12968.pdf
Daye, D. (2011, February 18). Celebrities in advertising: A marketing mistake? Branding Strategy Insider. Retrieved April 19, 2013, from http://www.brandingstrategyinsider.com/2011/02/celebrities-in-advertising-a-marketing-mistake.html#.UXbR_o7T021
The hazards of celebrity endorsements in the age of twitter. (2013, February 27). Knowledge Wharton. Retrieved April 19, 2013, from http://knowledge.wharton.upenn.edu/article.cfm?articleid=3191
Jones, J. P. (1999). Celebrities in advertising. In The advertising business: Operations, creativity, media planning, integrated communications (pp. 193-208). Thousand Oaks, CA: Sage Publications.
Shevack, B. (1998). The brand should be the star, not the athlete. Brandweek, 39(37), 26. Retrieved April 19, 2013, from http://web.ebscohost.com/ehost/detail?sid=8ed76ab6-66a3-461b-af6f-c544fabf7d56%40sessionmgr110&vid=7&hid=9&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h&AN=1158725
Suttle, R. (n.d.). What are five advantages to using celebrities in advertising? Chron. Retrieved April 19, 2013, from