phasis in the actual selection of advertising spokespersons, however, depends upon the demands created by the market segmentation and targeting processes. Attractiveness, thus, may be applicable to the selection of both celebrities and generic spokespersons, while trust and expertise requirements will typically result in the selection of professional models or actors projecting the desired image.
SPOKESPERSON INFLUENCE ON ADVERTISER IMAGE
The company creating an advertising campaign typically determines the image it desires to project to its target market (Murphy and Enis, 1990). In those instances where the desired image has already been established, the company will seek an advertising spokesperson who has a potential to reinforce this image to the target market. In those instances where a company is attempting to create an image or to change an established image, the spokesperson selected is expected to perform a more difficult task, because the effect of the spokesperson is not to reinforce, but, rather, to c
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