This research examines the use of spokespersons in advertising. Areas of interest include (1) selection criteria, (2) spokesperson influence on advertiser image, (3) the use of research in the actual selection of spokespersons, and (4) the impact of spokespersons on sales.
The selection criteria for spokespersons to appear in a company's advertising tends to vary, depending upon how the company segments and targets its markets. Depending upon the specific segmentation and targeting characteristics, a firm may desire a high profile individual (a celebrity), an individual conveying an image of expertise or trust (such as a physician), or a generic individual who can provide verisimilitude for an environment or situation and advertisement is intended to portray. The use of high profile spokespersons requires, of course the use of some specific individual in the advertisement (Asian Business, 1990). The use of an individual who conveys an image of expertise or trust, however, generally does not involve the use of some specific individual. Such individuals in real life are most often members of professions which take a dim view of overt commercialization. Thus, professional actors or models fitting the stereotypical image of the desired profession are most often used as spokespersons in such advertising. Professional actors and models are also used frequently as generic individuals to create an environment or situation in an advertisement. In other instances, however, ordinary citizens engaged in the desired activities are used in such advertisements.
Thus, segmentation and targeting are essential in the derivation of selection criteria for advertising spokespersons. Target market selection, and market segmentation are essential tasks in the marketing of any product. Target market selection is the identification of the specific segment of a market which will be pursued most aggressively by a firm, with respect to the mark...