Use of Spokespersons in Advertising This research examines the use of

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 advertisem

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led to its young male target market should be the goal of the "Bud Light" advertising campaign (AnheuserBusch, Inc., 1988). With respect to spokespersons, thus, professional actors were used in a generic sense to create the environment in the advertising sought by the company for "Bud Light." The company's "Bud Light" commercials were to prove to be the second most popular commercials on television (AnheuserBusch Companies, Inc., 1988). The second example of research employed in the selection of spokespersons involved Levi "501" jeans. For a product which has been marketed continuously for more than 100 years, it might appear inappropriate to consider it within the context of the adoption processthe acceptance of a new idea. The market demographics for Levi "501s," however, is about evenly split between teenagers and older persons (Garfield, 1989). Levi Strauss is not concerned, in the context of the adoption process, with the older half of the "501" market. The assessment with respect to the older half of the market is that the adoption process is completed, whether the result of the process was either acceptance or rejection. With respect to the teenage segment of the "501" target market, however, Levi "501s" still

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