Final answer:
The most effective celebrity testimonial ads are those that link the celebrity to the advertised good or service, with the celebrity's credibility as a speaker playing a crucial role in the ad's effectiveness. B is the correct answer.
Step-by-step explanation:
Among the options provided regarding celebrity testimonials in advertising, the one that is true is: b. The most effective celebrity testimonial ads link the celebrity and the advertised good or service. This effectiveness is influenced by factors such as the credibility and attractiveness of the spokesperson. A credible speaker is considered knowledgeable, trustworthy, and an expert on the topic. Moreover, attractive speakers can be more persuasive, as proposed by various studies mentioned. It’s important to consider the relationship between the celebrity and the product, ensuring there is a logical connection that enhances the credibility of the endorsement.
While popularity does play a role, the celebrity's credibility as a messenger and their fit with the advertised product or service are more critical than mere popularity. Celebrities who endorse too many products may actually become less credible, and celebrity endorsements are not limited to print media; they can be effective across various platforms.
Critical evaluation of claims in advertisements, including testimonial credibility, expertise, and potential biases, is essential for consumers. Establishing credibility may require celebrities to disclose their relationship with the endorsed brand, especially in the context of social media and online disclosures.