| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 100 === According to the report of effective advertising analysis in the Taiwan area released by Rainmaker XKM International Corp., the advertising amount of care product industry is up to 28.8 million dollars, ranking second place in whole industry. In the market of care products, each firm is in high competition. For winning form the competition and accessing to consumer, the firms look for celebrities to be the endorsers for their own products, and even spend tons of money to make consumers know their products and brands in the short period.
The strategies of endorser have many advantages, and be adopted widely. Besides, based on the properties that the care product industry is in high competition and the product life cycle is very short, whether the expenditure of spokesman can reach firm’s expectation? Are the endorsers that firms choose are liked by public? This research takes Olay as example to discuss the effect of endorser credibility on advertising effectiveness. Also, this research takes involvement with advertisement as moderator variable to realize the relationship between endorser credibility and advertising effectiveness. Finally, comparing Olay’s endorsers belong to different products to understand consumer’s evaluation.
The consequences of analysis indicate that the endorser credibility will affect advertising effectiveness and the trustworthiness, relevance, and likability has higher positive relationship. In addition to, the attractiveness and expertness has lower relationship. Besides, involvement with advertisement certainly has moderator effect between endorser credibility and advertising effectiveness. Finally, this research gives some practical advices for the business administrator according to the consequences of research.
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