■ Rogaine Testimonial advertising is used by Rogaine extra-strength for men,
which promises to grow back an average of 45 percent more hair than its pre-
decessor. Noted sports figures deliver testimonials in television ads. For ex-
ample, Green Bay Packer football coach Mike Holmgren is seen prowling the
sidelines during a Packers game, saying, “Every Sunday, I’ve got 60,000 friends
staring at my head.” After sneering at an old picture of himself with a no-
ticeable bald spot, Holmgren adds, “Every hair’s a big win.” The Utah Jazz
basketball star Karl Malone testifies that he used Rogaine extra-strength for
five months and got good results. Manufacturer Pharmacia & Upjohn has in-
creased its advertising budget from $30 million in 1997 to between $50 mil-
lion and $60 million in 1998.^17
The communicator must choose an appropriate tonefor the ad. Procter & Gam-
ble is consistently positive in its tone—its ads say something superlatively positive
about the product, and humor is almost always avoided so as not to take attention
away from the message. In contrast, ads for Staples office-supply superstores focus on
a humorous situation rather than on the products themselves.
Memorable and attention-getting wordsmust be found. The following themes listed
on the left would have had much less impact without the creative phrasing on the right:^18583
Celebrity Endorsements as a Strategy