The Impact of Using Celebrity Endorsement in Television (TV) Commercials on Advertisement Recall
Abstract
The main goal of our study is determining the impact of well-known people in recalling and reminding television advertisements.
Throughout this research, a survey of 487 respondents in Iran who watch TV channels which broadcasts from Turkey is analyzed in order to figuring the relationship between celebrity endorsement and advertisement recall.
Needed data had been obtained from the students of Urmia and Tabriz universities of Iran.
Samples of 550 surveys were distributed and out of these, 487 responses were approved and were analyzed. Before distributing the surveys, participants watch 128 pieces of TV advertisement, which had been published between the 2017 January and 2019 May years for three times.
After one month, we met the same participants to fill out the survey, which included 20 questions. 487participants completed prepared surveys.
In this survey, we will mention about three parts. In the questions of first part, we evaluated participants’ demographic features, watching TV and the frequency of watching TV. In the second part, we tested the degree of credibility, reliability and attractiveness and of celebrity endorsements. In the last part of our survey, we tested the participants’ memory to find out the remembering television advertisements or not. In relation to advertising memory, we used two methods named Recall and Aided-recall.
Keywords
TV,Celebrity Support,Advertisement,Advertising Association,Star Detection,Association Test
Kaynakça
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