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The Role of spokescharacters as advertisement and package cues in integrated marketing communications
Originally created in the late nineteenth century as brand identifiers, spokescharacters have become a type of brand sign that can symbolically convey a brand attribute or benefit. Examples of spokescharacters include the Pillsbury Doughboy, Chester the Cheetah, and the Snuggle Bear. Although research pertaining to such benefits remains limited, initial investigations have suggested that these unique icons that appear in advertisements might benefit brands beyond merely their identification of the product. This research addresses the benefits of featuring spokescharacters both in advertisements and on product packages. A series of experiments examine various integrated marketing communication-related strategic combinations, including the use of spokescharacters versus verbal claims; ad-package coordination, character relevancy; and the placement of new, favorable brand information (competing information) on packages. Although current campaigns most commonly present brand attributes in the form of verbal claims, the authors empirically find benefits associated with the use of spokescharacters in integrated marketing communication campaigns.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Brand image Integrated marketing studies Cartoons |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |