Impact of celebrities in advertising campaigns
Document Type
Poster Presentation
Publication Date
4-26-2019
Department
Communication/Journalism
Abstract
This study explored the impact of celebrity-led advertising campaigns on revenue of athletic apparel companies. Such campaigns can be expensive, and estimates of their return on investment are therefore important. Because the costs of advertising are typically proprietary, proxies for these costs were used. Because advertising campaigns create “buzz” surrounding a product or company, Google Trends can be used to identify likely campaign dates. Further searching of the events of that time identified the presence or absence of a celebrity campaign, and this was used as a proxy for advertising costs. These proxies were then compared to quarterly revenues as reported to Securities and Exchange Commission. Other events (e.g., misconduct of celebrities involved, major sporting events during the time of the campaign) may also have contributed to revenues. Hence, multiple regression and time series analyses were used to determine the effectiveness of these campaigns.
Publication Information
Yasin, Alaa, "Impact of celebrities in advertising campaigns" (2019). Undergraduate External Publications. Paper 26.
https://fisherpub.sjf.edu/undergraduate_ext_pub/26
Please note that the Publication Information provides general citation information and may not be appropriate for your discipline. To receive help in creating a citation based on your discipline, please visit http://libguides.sjfc.edu/citations.
Comments
Presented at the Eighth Annual Conference of the Upstate Chapters of the American Statistical Association in Rochester, New York, April 26-27, 2019.