D - Celebrity endorsers - Belch - Fragen Flashcards
What are celebrity endorsers? Which people are often chosen as celebrity endorsers? Why do advertisers employ celebrity endorsers?
Celebrity endorsers = people who are recognized and often admired, or even idolized by their target audience
People chosen as celebrity endorsers: actors, actresses, athletes, entertainers and other public figures
And: people who are physically attractive
They are used to draw attention to the advertising messages (=Stopping power)
Used because they have impact.
According to Belch & Belch’s literature review: Which attributes of an endorser (source characteristics) are supportive to achieve advertising objectives?
Expertise and trustworthiness
Name the three research questions posed by Belch/Belch. Describe very briefly the answers to these research questions on basis of empirical findings.
> Nicht klausurrelevant <
RSQ1:
How prevalent is the use of celebrities in magazine advertising and does their use vary across different types of magazines?
-> highest in teen, athletics
RSQ2:
How prevalent is the use of celebrities in magazine advertising for different types of products services, and how does their use vary by product/service category?
-> athletics, media (Table 3)
-> rarely in finance business
RSQ3:
How prevalent is the use of different types of celebrity in magazine advertising and what are the bases for their use as endorsers for different product/service categories and do the bases for their use vary?
-> actors -> popularity/likeability (Table 4)
-> yes, it depends on the product type -> cosmetics: models/actresses
Explain the „match-up“ hypothesis. Give (real or fictive) examples of both, a „match up“ and a „mis-match up“. Does Belch/Belch’s study support the match-up hypothesis? Does the study confirm that a match up increases the effectiveness of the ad?
- celebrities are more effective when there is a fit between them and the product, brand or service they are endorsing
- effectiveness of advertisements utilizing celebrities depends on the fit, or „match“ between the characteristics of the celebrity and the product/service being endorsed
- football player -> football shoes
- man -> women’s perfume
- yes the match-up hypothesis is supported, because it is shown that athletes are used for sports and models for cosmetics
- no they didn’t study this effect. they only study if celebrities are used and not the effectiveness, they only show what is done in the market
Belch/Belch found in their content analysis that only 10% of the analyzed magazine ads contained celebrities. Why did the authors originally expect a higher prevalence of celebrity endorsers? How did they explain the finding?
- estimates of their use are often higher (reported in media) -> in TV the use is between 14 and 20%
- ROI is not sure, additional costs for using celebrities
- maybe more effective in TV -> consumer products
- static ads in magazines -> little space
Describe the two characteristics of the two basic types of content analysis. Which type of content analysis did Belch/Belch apply in their study? Justify your answer.
- there are qualitative and quantitative
- they used quantitative, because they use specific characteristics and numbers
How did Belch/Belch develop the categories and the coding scheme? Did they build categories inductively or deductively?
- judges categorize straight forward (gender, …)
- used data from ?? list of money spend on advertising
- they build the categories deductively -> categories are fixed -> you just use them for your study
- inductively would be building categories by yourself, when looking at data
How do you evaluate the quality of the coding in terms of validity and reliability? Is there enough information in the paper to assess the quality?
- Theres only one quality criterion
- there should be more about how they check if the categories are stable etc. -> they should’ve provided proof
Did Belch/Belch run frequency, valence/intensity and/or contingency analyses? Do they report their results mainly with descriptive or inferential statistics? When do they apply inferential statistics? Why? Which test? What are the results?
- they ran frequency analysis -> because of counting
- contingency analysis for RSQ3
- most of the study is reported descriptive
(- inferential analysis -> contingency, below Table 5, RSQ3) - they used inferential for characteristics of endorsers
Is this study an open or a closed study?
Frage nicht aufgeschrieben, nur vermutet
- this study is a closed study -> not really new insight -> questions are clear -> finding evidence -> new: athletes also used for other categories
Why did the authors analyze the use of celebrity endorsers in magazine ads? (and not tv spots?)
In the past estimates of the use of celebrities in advertisements are based on their appearance in television commercials, so there’s a lack of attention to celebrities used in magazine advertisements.
Based on the research reviewed in the article, what are the key attributes that make celebrity endorsers successful?
Characteristics of celebrity expertise, trustworthiness and attractiveness had the most influential effects on advertising effectiveness measures such as brand attitudes, attitude towards the ad and purchase intentions.
Celebrity match up hypothesis:
Effectiveness of advertisements utilising celebrities depends on the fit, or ‘match’, between the characteristics of the celebrity and the product/service being endorsed.
Why do the authors expect the use of celebrity endorsers to depend on the product type? For which product types do they expect an extensive use of endorsers? Why?
They expect the use of celebrity endorsers to depend upon the product type because celebrity endorsers work best when image is important and/or it is difficult to differentiate a brand on a functional or performance basis..
Fashion apparel, cosmetics, personal care items and jewellery -> reason?
Product categories associated with athletic performance. -> consumers are likely to see athletes as experts who can reassure them about the quality of an athletic product or brand, particularly when it is perceived as being related to the athlete’s performance level.
-> identifying with their idols
Explain the psychological effect of BIRGing. How does this process help us to understand the effects of celebrity endorsers?
Basking in reflective glory -> consumers associate themselves with the celebrity endorser, thereby they associate themselves with successful others such that another’s success becomes their own
Describe the sample used in the empirical study.
Advertisements appearing in the highest-circulation magazine across eight different categories were analysed
General news, sports, entertainment, men’s, women’s shelter, women’s fashion, teen and business
All published in April 2017
Only ads that were at least a quarter of a page in size
