Presenter Effects in Advertising: the Viscap Model

ABSTRACT - The choice of presenters in advertisements requires a great deal of care. The VisCAP Model (Rossiter & Percy, 1997, pp. 260-268) provides a mechanism for evaluating the Visibility of an endorser along with Credibility, Attractiveness, and Power, among target audiences. Presenter characteristics should align with the communication effects that need to be boosted. The manager should seek a presenter who offers a profile of characteristics that have positive hooks to the targeted communication objectives and is not negative on others. This paper presents new data supporting this position and suggests a possible resolution of the theoretical differences in presenter psychology.



Citation:

John R. Rossiter and Ale Smidts (2001) ,"Presenter Effects in Advertising: the Viscap Model", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 209.

European Advances in Consumer Research Volume 5, 2001      Page 209

PRESENTER EFFECTS IN ADVERTISING: THE VisCAP MODEL

John R. Rossiter, University of Wollongong, Australia

Ale Smidts, Rotterdam School of Management, The Netherlands

ABSTRACT -

The choice of presenters in advertisements requires a great deal of care. The VisCAP Model (Rossiter & Percy, 1997, pp. 260-268) provides a mechanism for evaluating the Visibility of an endorser along with Credibility, Attractiveness, and Power, among target audiences. Presenter characteristics should align with the communication effects that need to be boosted. The manager should seek a presenter who offers a profile of characteristics that have positive hooks to the targeted communication objectives and is not negative on others. This paper presents new data supporting this position and suggests a possible resolution of the theoretical differences in presenter psychology.

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Authors

John R. Rossiter, University of Wollongong, Australia
Ale Smidts, Rotterdam School of Management, The Netherlands



Volume

E - European Advances in Consumer Research Volume 5 | 2001



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