1. When to Avoid/Use Celebrities View as slide show Adapted from AdPrin.com Endorsements

2. When should you avoid celebrities? Click for the answer. When an ad contains strong arguments, avoid the use of celebrities (6.6.1) Gallup and Robinson non-experimental studies of TV commercials showed that customers understood: 2.4 selling points for ads with no celebrities 1.4 points for ads with celebrities. Analyses of non-experimental data on TV commercials found that those with celebrities had lower persuasion scores. Adapted from AdPrin.com Celebrities 2

3. When should you use celebrities Consider celebrity endorsements for gaining attention. But calculate the projected Return-on Investment – and include an escape clause.

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, examine celebrity endorsements for your firm to see if you have strong arguments. Adapted from AdPrin.com