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| Tekijä: | Weinberger, M.G. Spotts, H.E. Markos, E. |
| Otsikko: | Joe Camel: Post-mortem of a brand spokesperson |
| Lehti: | International Journal of Advertising
2010 : AUG, VOL. 29:3, p. 401-430 |
| Asiasana: | brands advertising campaigns advertising expenditure marketing profitability market share |
| Kieli: | eng |
| Tiivistelmä: | When RJ Reynolds retired the advertising campaign in 1997, dialogue about the use and impact of Joe Camel has dissipated. Joe Camel remains important for advertising due to its controversial and prominent use as a worldwide celebrity presenter. A historical lens equipped with before, during and after Joe Camel data is used, and this paper examines Camel print advertising performance, adult brand usage, market share and advertising / promotional spending from 1986 to 2003. The results show that though Joe was an ideal celebrity endorser who attained excellent print recognition scores, his direct effect on sales in the short and longer term is unclear considering that Camel's overall market share stayed mostly the same during the Joe Camel campaign. |
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