Title
Een bekende smoel voor het goede doel : de effectiviteit van bekende Vlamingen in non-profit campagnes Een bekende smoel voor het goede doel : de effectiviteit van bekende Vlamingen in non-profit campagnes
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Faculty of Social Sciences. Political Sciences
Publication type
article
Publication
Houten ,
Subject
Mass communications
Source (journal)
Tijdschrift voor communicatiewetenschap. - Houten
Volume/pages
39(2011) :2 , p. 4-20
ISSN
1384-6930
ISI
000292014100002
Carrier
E
Target language
Dutch (dut)
Affiliation
University of Antwerp
Abstract
This article studies the effectiveness of Flemish celebrities as endorsers in non-profit campaigns. Six existing Flemish campaigns were selected and tested on the public in three regards: the recognition of the campaign, the ability to name the organisation behind it and the intention to support the organisation. Recognising specific differences between the campaigns, results show that celebrity endorsed campaigns seem to reach a wider, younger target audience, while non-celebrity based campaigns target a rather classic donor audience
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