Who does not understand a look, nor shall include an explanation No surprises us, that many companies used in the promotion of their products large figures, characters in fashion, according to your skill, ability, success, fame attained in the field that have been given to know. The important thing is to know if really use them helps increase sales, what is the role that really play, how this influences the consumer purchase, where are their advantages and disadvantages. Wharton.Universia.NET on the matter presents an interesting contribution where manifests, which for a company, using famous advertising campaigns has many advantages, from the Association of the values that represents a character known to the public with the brand to a more rapid recognition of the advertised product. However, until now, it was difficult to calculate the return on investing in a famous face. A research carried out by Ana Rumschisky, Professor at the IE Business School marketing area, has shown that the use of personalities in an advertisement has a directness about the return on investment, among other reasons, because the public is willing to pay up to 20 percent more for the same item, depending on who is present it. To conduct their research, entitled the value of the use of celebrities in advertising communication. A quantitative analysis of prices for a product of fashion, Rumschisky selected a wrist of a prestigious international brand watch and drew up an advertisement with two models, one anonymous and other known.
Half of the 513 Spanish university students aged between 18 and 25 selected for the research were shown the announcement with the anonymous character and the other half advertisement with the known face. The famous chosen for advertising was Jesus Vazquez, a popular Spanish television presenter with great success among young people of the country. Add Ana Rumschisk that, the famous character helps to create and maintain attention consumers towards advertising.