Many marketing companies have realized the importance of celebrity endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with “Celebrity Equality”. The awareness and association celebrities portray firm’s hope this branding transfers to the product they are selling. When corporation sign on a celebrity, they are taking on the possibility and risk of the spokesperson may become involved in events that can have deleterious effects on the spokesperson company and the product their advertising. “They’re human. When you sign on to a celebrity, you sign on to the whole package –the good, the bad, and the ugly” ( L, Therese, & K, Robert & J, Robert). Through out my paper I will be using Tiger …show more content…
Marketers recognize celebrity's influence the message (brand) companies are trying to convey over to the consumer and their similarity. Marketer recognized consumers assess input from the communicator (celebrity) whom may have similar goals, interest or lifestyle with than a person they do not.
In addition, a celebrity is capable of transferring their image to the product the company advertising. “Company have taken this opportunity into account and tries through using it as an advertising tool, to gain a high brand exposure, attention, interest, desire, and action"(D,Chaboet , et. al, 2005). The effectiveness of a celebrity advertisement taps into consumer interest. Factors associated with celebrity effectiveness are creditability, knowledge, and truth worthiness and appearance. The creditability and effectiveness of the message depend on expertness and truth worthiness. A celebrity with higher credit ability is more effective than a less creditability message. “Advertiser will opt to use celebrities if they think they have a high level of creditability” ( M, Mohan, et. al, ). Celebrity knowledge and expertise of the brand plays an important roll on the valid assertions of the brand. The majority of companies use expert spokesperson when a product and service carry higher financial, performance, or physical risk.
Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.
It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the
Consumers want to be reassured that the decision of buying a specific brand is sensible and would pay off while consuming the product/brand. Most of the times advertising helps consumers come out of the state of cognitive dissonance and satisfy with their decision of buying a particular brand. Celebrity endorsements can help consumers achieve this state of satisfaction. Celebrity endorsements have long been used to convince consumers to buy products. It 's an effective method of creating value, recognition and credibility for a brand
Al Ikhsan uses celebrities to represent the ideal customer or user of the firm’s products. The company’s advertisements present highly popular personalities, such as professional athletes. The target customers see that their favorite celebrities use the company’s products. As a result, the customers are motivated to mimic the behavior of these celebrities. Through the use of celebrity figures in advertising, Al Ikhsan’s marketing communications mix promotes the firm’s products to customers by motivating them to mimic how these celebrities prefer Al Ikhsan.
Use of celebrities in advertising is no new concept, companies have used celebrities to sell everything from cars, to moisturizer. Celebrities, due to our consumerist and media based society, are the ideal salespeople. (Wright, 2015) PETA’s campaign team understands that celebrity can help sell products and put a spin on that marketing technique by using celebrity endorsement in order to sell their ideals, and a vegetarian/vegan lifestyle. Celebrity endorsement can help companies and non-profit organizations such as PETA to gain public recognition, and to make a strong impression on viewers and consumers, so that they will remember the product, or in PETA’s case, consumers will remember the ideals and advocacy that the organization is promoting. (Fleck, Korchia, & Le Roy, 2012) It’s also apparent that a celebrities attractiveness has something to do with it as well. Fleck, Korchia, and Le Roy also state that “A celebrity spokesperson's physical attractiveness has a positive impact on brand recall, attitude toward the brand and purchasing intent”
Celebrity endorsement is possibly the most successful form of advertising. The fact that a celebrity approves of a product is often enough for people to get on board. Advertisements create a false life or image. Chiat says in his article: “Advertising--including movies, TV, and music videos--presents to us a world that is not our world but rather a collection of images and ideas created for the purpose of selling” (Chiat 212) .There is no better way to sell a false life or idea than to have a celebrity sell it for you.
It is not uncommon to see celebrities on TV market in other products, author Sue Jozui has other opinions. Author Sue Jozui in her excerpt, explains her view that there should be rules for celebrities endorsing other products and being misleading. The author supports her opinion by first explaining about how a celebrity may advertise a coffee, or a brand of car. She continues by arguing that advertisements are misleading. The author´s purpose is to draw awareness to this issue and wanting a prompt change so that new rules can be put in place to regulate the marketing and advertising industry. The author sets an informative tone for the consumer. The argument Sue Jozui, the author is making is that she believes there should be rules on celebrity endorsements, however the consumer may disagree because they have the power to buy the product.
Overpaid celebrities endorsing a product, as if they use it every day, is apparently wrong and uncultured,offending the audience by working off of their social figures to lure them into buying an object. Or at least that is what some believe. Sue Jozui in her passage, argues that celebrity endorsement of products is morally wrong, and the act of it offends the buyer’s intelligence. The author supports her assertion by first giving vague examples of celebrities and the products that they endorse, none of which are actual examples. She continues by claiming that those endorsements are misleading and furthermore insulting to the consumer.
Every day a consumer is being manipulated into buying a product due to the manipulation of celebrity advertisement. In Sue Jozui’s essay, “Advertising” she argues that we should boycott celebrity based advertisements and create rules and regulations for advertisers. The author supports her argument by first asserting that this kind of advertisement is insulting to the consumers. She continues by saying that advertisers constantly use a celebrity to support a claim. The author’s purpose is to inform consumers so that they do not get manipulated into buying the advertiser’s product because of the celebrity being showcased. The author expresses an outraged tone for the consumers. Advertisers should not rely solely on celebrities to sell their
The concept of using sports stars to market non-sport items has soared to new heights. Every corporation in the world is trying to get the edge over their competitors. The classic example is that of the “Cola Wars.” During the 1980s, Pepsi and Coca Cola began an advertising slugfest, in which Pepsi emerged victorious by using Madonna and Michael Jackson as puppets in their commercials. These two companies, as well as thousands of others, have taken advantage of exposing celebrities in their commercials and advertisements. This is done as a means to persuade the public that these products are worth buying.
Although some people see celebrity endorsement as wrong, it is completely legal and has been used for generations. Sue Jozui in her passage argues that we, American citizens, should boycott this advertising method and create rules and guidelines advertisers. The author supports her claim by first explaining what celebrities do to advertise for business. She continues by stating her opinion in the subject. The author’s purpose is to convince the reader that advertising is wrong and should be taken out of marketing in order to protect buyers from the seller. Jozui’s argument is not strong enough to be enforced, or even supported, as it is merely opinionated to benefit her feelings toward celebrity advertisement.
Beneficial of pay attention to market trends and to keep with local tastes. Celebrities appeal makes for exceptional advertising. And finally it pays to keep up with merging trends in the market.
Marketer may need to choose a popular celebrity who have less endorsement rather than endorsed wide range of brand. As a celebrity endorser can also overshadow their brand by taking on too many endorsement deals. The FrogDog (2013) website considers David Beckham an example of this. The star promotes a wide range of products, from soft drinks to shoes, in adverts that consistently make his image their focal point. The effect of this is that viewers tend to remember that they’ve seen David Beckham, and not remember which product he was
Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati
Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research