Advertising and Promtion: The Effectiveness of a Spokesperson
1810 Words8 Pages
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.