1. 8-1 Chapter Overview Message strategies. Executional frameworks. Spokespersons and endorsers. Principles of effective advertising. Advertising Design: Message Strategies and Executional Frameworks 8

2. 7-2 Sources and Spokespersons Sources Celebrities CEOs Experts Typical persons

3. 8-3 Ace Hardware: John Madden Adidas: Steffi Graf American Express: Jerry Seinfeld Amway: Shaquille O’Neal AT&T: Whitney Houston Campbell Soup: Wayne Gretzky Compaq Computers: Hakeem Olajuwon Converse: Larry Bird, Larry Johnson, Lattrell Sprewell Danskin: Nadia Comaneci Fila: Naomi Campbell, Grant Hill, Kathy Ireland, Vendela GMC Trucks: Grant Hill Hanes Hosiery: Fran Drescher Hanes Underwear: Michael Jordan K-Mart: Rose O’Donnell L’eggs: Jamie Lee Curtis MasterCard: Tom Watson Nintendo: Ken Griffey, Jr. Outback Steakhouse: Rachel Hunter Revlon: Cindy Crawford Sprite: Grant Hill Taco Bell: Spike Lee, Shaquille O’Neal, Hakeem Olajuwon F I G U R E 8. 4 Celebrity Endorsers

4. 8-4 Source Characteristics Attractiveness Physical Personality Likability Trustworthiness Expertise Credibility Celebrities CEOs Experts Typical persons

5. 7-5 Celebrities Tend to score high in credibility Negative publicity Endorsement of too many products CEO Trustworthy, expertise, and some credibility Must exercise care in selection Expert Seek experts who are attractive, likable, trustworthy Valid credentials important Typical person Multiple typical persons increase credibility Real-person Actor Matching Source Types and Characteristics