endorser

The selection of an endorser is critical, as the personality of the endorser can get transferred to the brand. Hathway shirts has acquired strong image owing to presence of sophisticated and mysterious endorser. Marlboro cowboy gave macho image to the brand. Endorser may be real or fictional...

• They attract attention to the advertisement in the cluttered stream of messages • They are perceived as being more entertaining • They are seen as trustworthy because of apparent lack of self-interest. • The final element is due to the wide-spread attribution that major stars do not...