PT - JOURNAL ARTICLE AU - B. Zafer Erdogan AU - Tanya Drollinger TI - Endorsement Practice: How Agencies Select Spokespeople AID - 10.2501/S0021849908080549 DP - 2008 Dec 01 TA - Journal of Advertising Research PG - 573--582 VI - 48 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/48/4/573.short 4100 - http://www.journalofadvertisingresearch.com/content/48/4/573.full SO - J Advert Res2008 Dec 01; 48 AB - This research explores how an advertising agency selects a celebrity endorser. The study was conducted in two phases: in-depth interviews that helped the researchers have a greater understanding of the underlying process and a survey mailed to advertising agencies to better examine the steps of the model and test various hypotheses. A normative model of celebrity endorser selection was proposed as a guide for academics and practitioners alike. The model potentially can be useful at each step of the celebrity-endorser selection process.