Towards a practitioner-based model of selecting celebrity endorsers

Article Abstract:

Issues concerning the influencing factors and techniques used by advertising agencies to select certain celebrities for endorsements are discussed. Semi-structured interviews are presented, with the results suggesting that the selection process is primarily informal.

Endorsement advertising

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Does accent matter in international television advertisements?

Article Abstract:

This article discusses research on the efficacy of advertising campaigns that use spokespersons with foreign accents. Results indicate that foreign accents lower a viewer's trust, belief in expertise and perception of level of professionalism of the spokesperson.

United Kingdom, Australia, New Zealand, Accents and accentuation, Accentuation (Linguistics)

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Perceptions of IMC and organisational change among agencies in South Africa

Article Abstract:

This paper studied the extent that advertising agencies in South Africa are developing, utilising or practising Integrated marketing communications. Results indicated that most agencies are developing their IMC stratgies.

South Africa, Marketing, Statistical Data Included, Analysis, Evaluation, Integrated marketing communications

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