Stéphanie Araujo, Abdu Benrabah, Julie Buisson, Clara Lahmani, Joel Rybachuk

COMM 343
Behavioral Marketing

CELEBRITY ENDORSEMENT

Introduction

I. Celebrity Endorsement and its effects on Consumer Behaviour

A. Evolution from yesterday to nowadays

* Advertising
Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit to the consumer, to persuade a target market to purchase or to promote that particular brand. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. The first advertisement printed in English was a handbill printed in 1472. It was primarily an announcement of a prayer book for sale. Two hundred years later, the first newspaper ad appeared offering a reward for finding 12 stolen horses. These first ads featured simple descriptions of products and their prices. In the late 19th century, Thomas Barratt, whom many consider the father of modern advertising, launched a series of ads featuring children, animals, flowers, and beautiful women to promote the company’s products. During World War I, advertising became a medium for propaganda. This period also saw increased mechanization of the industry, making ads more costly. When new mass media, as the radio and cinema became commercially available in the first part of the 20th century, the advertising industry quickly took advantage of their reach, spread, and popularity. Sponsorship rights for a show were sold to multiple businesses, a practice that soon became the norm. The market did not embrace television initially because of the high cost of TV sets and the lack of programming. The advertising of the age cleverly used all