Table I summarizes the reasons the interviwees reported for finding the endorsements
memorable.
They most frequently mentioned the endorsers’ attractive appearance, funny
apparel or expressions, and good acting.
They also enjoyed any singing or dancing by the endorsers in the commercials.
That the celebrity had been endorsing a particular brand for a lengthy period of time was
the third most mentioned reason for an endorsement being memorable.
Other reasons were that the dialogue or animation was funny, the ad was
creative, it was persuasive, or the jingle was memorable.