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Home→The Westburn Dictionary of Marketing→E→endorsement advertising

endorsement advertising

Definition:
The practice of using endorsers in advertisements, as a tactic to increase the perceived credibility of the message. These may be celebrities, experts, typical users or wholly anonymous third parties; what they have in common is that they endorse the advertised product or service, explicitly or implicitly, by their presence. The technique enjoys considerable popularity among contemporary advertisers, as observation will confirm. The term 'presenter' is used to distinguish performers who are obviously selling on behalf of the advertiser rather than speaking for themselves. They tend to say 'We at Megalo believe that we've . . . ' instead of 'I'm Humphrey Rossiter and I'd like to talk to you about. . .'

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Keith Crosier], [1998].