The CEO Spokesperson in Consumer Advertising

Abstract

This experiment sought to determine the impact of CEO identification and the presence of a human model representing the CEO on recall of copy points, evaluation of the advertisement and advertised product (a bank), and intention to inquire about the bank's services. Results indicate that the presence or absence of the CEO identification and the human model affect the recall of copy points. Furthermore, presence of the model enhanced the evaluation of the advertisement, while the presence of a CEO enhanced bank ratings and the intention to inquire about the bank's services. Implications for advertising strategy are discussed.

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