The advertising effectiveness of product involvement and recommendation fatigue in celebrity endorsement

• Main Author: 洪茂光
• Other Authors: 祝鳳岡
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/54578180418821263328

碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 98 === The purpose of this study is to explore the strategy of choosing advertising spokesperson, the number of endorsements, the meaning between product involvement and advertising effectiveness. Analyze the demographic variables toward advertising effectiveness. Test product involvement level and relationship between the number of endorsements of advertising spokesperson and the advertising effectiveness. The conclusion is based on the analysis of the quantitative and qualitative research to provide the integrated suggestion for choosing advertising spokesperson. Methodology is based on the quantitative and qualitative (in-depth interview) research. In the course of an experimental method, conduct the pre-test of the candidates for the number of endorsements by advertising spokesperson, the next step is to design a set of 3 * 2 experimental combinations with varying degrees of product involvement. The conclusions derived through a statistical test, and then supplemented with the actual advertising industry which, from the advertisers and advertising agencies in support of in-depth interviews and eventually made the choice of celebrity endorsement strategy proposals. According to the experimental results of statistical induction, four-point summary of the conclusions are as follows: 1. Celebrity endorsement for a large number of brands increases the total brand awareness which means the advertising effect is still good. 2. Lead to an excessive number of spokesmen for endorsement recommendation fatigue exist, but a limited impact on advertising effectiveness. 3. The relationship between the degree of product involvement, the celebrity endorsement strategy proposes to use in low-involvement products, high-involvement products seems less effective. 4. Choosing the advertising spokesperson should take into account gender and educational level of the Target audience as the selection criteria. According to the in-depth interview with advertisers and advertising agencies. The eight suggestions are as follows: 1. Based on the spokesperson personality and association with the brand, it is recommended that the advertising should be tailored to reduce the recommendation fatigue. 2. Through the advertising spokesperson become a "brand ambassador" role, to play the brand spirit. 3. In order to avoid impairment value of celebrity, celebrities should be carefully selected co-brand fit and brand integration. 4. The creation of a virtual idol or a prime people as the advertising spokesperson is an innovative strategy. 5. Integrated decision-making path to celebrity endorsement. 6. To avoid overwhelming and reduce the advertising effect, it is necessary to build the symbiotic relationship between celebrities and the brand to create the win-win situation. 7. Using its own language of the celebrities to communicate with the target audience. 8. Sense and Sensibility patterns to build brand personification.