How "Star" Influences the Advertising Effectiveness of Culture-Art Products?: The Exposure Effect of Celebrities in Musical Advertising

Abstract

The purpose of this study is to examine a star’s role at a musical advertising. In the Korean musical market, star marketing has been used for reducing the risks. When stars are cast, they are exposed to audiences through... [ view full abstract ]

Authors

  1. Hyeon-Cheol Kim (School of Business Administration, Chung-Ang University, Seoul, Korea)
  2. Jae Yeob Jeong (The Department of Media-Arts, Yewon Arts University, Imsil, Korea)

Topic Area

Arts and Heritage Track: Click here for the Arts and Heritage track

Session

PT1-P » Poster (16:00 - Tuesday, 7th July)

Paper

How__Star__Influences_the_Advertising_Effectiveness_of_Culture-Art_Prod.pdf

Presentation Files

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