Celebrity Endorsement of Direct Mail Advertising: An Experiment.

Abstract

An experiment was conducted to test the effects of celebrity endorsement of direct mail advertising. Seventy-seven subjects were given a choice of two letters, one endorsed on the envelope by a celebrity and the other signed by an unknown individual with no endorsement on the envelope. The data indicated that the celebrity endorsed letter was more likely to be chosen and read. However, the data also indicated that the celebrity chosen should be appropriate to the audience and have high popularity and credibility. The data revealed that the attitudes of subjects were no more favorable towards the endorsed letters than the unendorsed letter. The artificiality of the experiment requires that it be tested in the field for more conclusive results to be obtained. (Author)

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Document Details

Document Type
Technical Report
Publication Date
Aug 01, 1980
Accession Number
ADA092520

Entities

People

  • Harold Duane Hart

Organizations

  • Air Force Institute of Technology

Tags

Communities of Interest

  • Air Platforms
  • Energy and Power Technologies
  • Space

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  • Active Duty
  • Air Force
  • Behavioral Sciences
  • Business Administration
  • Hypotheses
  • Instructions
  • Instructors
  • Literature
  • Literature Surveys
  • New York
  • Personnel Management
  • Schools
  • Standards
  • Students
  • Training
  • United States
  • Universities

Fields of Study

  • Psychology

Readers

  • Agent-Based Social Robotics and Mobile-Assisted Learning in Virtual Environments.
  • Library and Information Science
  • Systems Analysis and Design