Breaking through the Clutter in Media Environment: How Do Celebrities Help?
Advertisers need to communicate their company's promotional messages to the target market. However, the advertising environment is highly cluttered. One popular strategy of creatively breaking through the clutter is by using celebrities as brand endorsers in advertisement. Advertisers believe t...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Online Access: | View Fulltext in Publisher |