Browsing Research Articles (Communication Management) by Subject "Advertising"

Browsing Research Articles (Communication Management) by Subject "Advertising"

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  • Attitudes towards attractive and credible celebrities in advertisements : a survey amongst students 
    Van der Waldt, De la Rey; De Beer, N.; Du Plessis, Neeltje (Southern African Communication Association, 2007-07)
    The saying, beauty is in the eye of the beholder, is relevant in the use of attractive and credible celebrities in advertisements. A celebrity endorser is seen as a model who enjoys recognition from the public and who ...
  • Paid versus unpaid celebrity endorsement in advertising : an exploration 
    Van der Waldt, De la Rey; Schleritzko, N.E.A.; Van Zyl, K. (Academic Journals, 2007-10)
    Advertising and marketing managers spend a great deal of money to have celebrities endorse their product. Some view it to be an effective form of advertising as evidenced by the number of celebrityendorsed advertisements ...
  • Recognition and recall of product placements in film and broadcast programmes 
    Van der Waldt, De la Rey; Du Preez, L.D.; Williams, S. (Universidad Nacional de Colombia, Facultad de Ciencias Economicas, 2008-06)
    The purpose of this article is to investigate product placements in film and broadcast programmes regarding recognition and recall of product names. The sample consisted of undergraduate male and female students aged 18 ...