Download PDF | Downoads: 8
Abstract:The article reveals the essence of testemonium as a form of advertising that uses the authority of a popular personality. On the basis of the content analysis and traditional analysis of documents, the volume and frequency of broadcasting of “star“ advertising on Russian television, actors of media messages, objects of “authoritative“ advertising are determined. It is concluded that the efficacy of testimonial depends on the compliance of the personal image of the “star“ with the characteristics of the typical members of the targeted audiences of the channel and the advertised brand; the absence of negative actions of the celebrity during the advertising campaign, undermining not only its image, but also the image of the advertised brand; the presence of a similar amount of capital from the main actors involved in the creation and distribution of the advertising message. The authors of the article come to the conclusion that testemonium is one of the methods of celebrity marketing, which promotes goods and services in the domestic market and has great potential for its further development.
Keywords:brand, celebrity, celebrity-marketing, television advertising, testimonium
JEL-Classification: M21, M31, M37
References (transliterated):Gofman I. (2000). Predstavlenie sebya drugim v povsednevnoy zhizni [Introduce yourself to others in everyday life] (in Russian).
Lomakina E.E., Chechulina T.S. (2012). Znamenitosti v reklame: preimuschestva i reputatsionnye riski ispolzovaniya «zvezdnogo» obraza [Celebrities in advertising: benefits and reputational risks connected with the use of a star image]. Vestnik Ivanovskogo gosudarstvennogo universiteta. Seriya: Estestvennye, obschestvennye nauki. (1). 119-127. (in Russian).
Mediascope. Retrieved September 28, 2019, from https://mediascope.net/
Millward Brown. Retrieved September 28, 2019, from https://www.millwardbrown.com/
Romat E., Senderov D. (2013). Uchebnik dlya vuzov [Textbook for high schools] (in Russian).
Saveleva O.O. (2010). Komu nuzhny zvezdy? [Who needs the stars]. Chelovek. (6). 90-108. (in Russian).
Scherbinina Yu.V. (2015). Kniga – tekst – kommunikatsiya [The book – the text – communication] (in Russian).
Auditoriya telekanala Rossiya 1. (in Russian). Retrieved September 28, 2019, from http://www.brandmedia.ru/serv__idP_51_idP1_68_idP2_403_idP3_4457.html
Internet reklama vyhodit vperyod. Retrieved September 28, 2019, from https://corpmedia.ru/novosti-otrasli/marketing-reklama-i-pr/internet-reklama-vyhodit-vpered/
Obzor veduschikh rossiyskikh telekanalov: doli, auditoriya, spetsifika. Retrieved September 28, 2019, from https://www.formula-advert.ru/stati/obzor-vedushhix-rossijskix-telekanalov-doli-auditoriya-speczifika#par4
Reklama na Pervom kanale: analiz telekanala dlya razmescheniya reklamy. (in Russian). Retrieved September 28, 2019, from URL: https://www.formula-advert.ru/stati/reklama-na-pervom-kanale
Reklama na STS. (in Russian). Retrieved September 28, 2019, from http://mediainrussia.com/sts
Reklama na TNT. (in Russian). Retrieved September 28, 2019, from http://mediainrussia.com/tnt
Reklama na TNT: analiz i statistika telekanala. (in Russian). Retrieved September 28, 2019, from ttps://www.formula-advert.ru/stati/reklama-na-tnt
Televidenie. Reytingi. (in Russian). Retrieved October 13, 2018, from https://mediascope.net/data/