The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing.
The increasing...
brand positioning
branded
case study
celebriity
communication objective
consumer insights
context of pollution
endorsement
high awareness
key insights
low trials
market penetration
market rule
me-too
role of advertising
scope
spur volumes
value-added
