Celebrity Endorsed Advertising

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

Advertising is a complicated form of marketing, it’s almost like an art form. One must be acutely aware of their audience and what captures their attention, otherwise the advertisement will fall flat. There is a myriad of different ways to lure consumers into buying a product; for example, the Center for Disease Control’s (CDC) managed through a series of advertisements to convince individuals of the importance in getting a vaccination for the influenza virus. It was applied using multiple techniques, namely the methods of universal appeal and association. These techniques helped the CDC to effectively promotes the flu vaccine and get their message across to a wide range of people.

We see advertisement everywhere from left right. Ads are seen on devices and while just driving around. Advertisements are used to get people to purchase a product. Got milk “was an American campaign encouraging the consumption of cow’s milk, which was created by the advertising agency Goodby Silverstein & Partners.” Got milk ads have many inspirational celebrities to model their company. Such as famous singers, dancers, athletes, actors, talk show host, and models. I’m analyzing a got milk ad of Hayden Panettiere from 2007. The ad’s strategy is to show how each celebrity drinks milk. The ad plays an audience towards teens, both boys and girls by offering them to choose a healthy lifestyle. By choosing a healthy lifestyle, teens

“People are more likely to pay attention to a TV commercial if one of their favorite players is talking, than they would be if the owner of the company was the star” (Miller). It is the association with the known and likeable character which may attract people to follow celebrity endorsements. It may also be the association with success which the athlete is characterizing. Whatever the case may be, Miller gives tips of what marketing companies look for before persuading a player with an endorsement:

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

People think “oh that product looks amazing, I want it” just because celebrities are in the advertisement, and it looks more credible. Consumers get influenced into buying products when the advertisement is amusing. Although that may be the case, it is up to the consumer to be responsible with what he/she is buying. Cover Girl’s Plumping Mascara commercial featuring Katy Perry does not get every girl persuade to buy it. Even though the commercial is great and looks like the product works really well, does not mean every person who sees the advertisement feels pressured into buying the product. Several men and women believe it is insulting to use celebrity advertisement to promote products and others think it is the buyer who has the responsibility of not getting suckered into buying everything he/she sees. Also advertisment is a way to promote products, celebrities should be allowed in

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.

Moreover, companies use famous sports athletes in every race in advertisements, so that the product is targeted for everyone. According to Howong, “Researchers have consistently provided empirical evidence showing that consumers tend to be attracted to advertisements featuring a spokesperson from their own racial group” (Jeong 1). If the audience sees their famous sport athletes that have the same race as the audience then the audience will be interested in the product. The companies strategies is to use race and famous athletes to target consumers to buying the product because their famous athlete has the product. An example is the ‪Adidas Is In All Commercial justice civilization in YouTube. It shows all of the races playing all different

“This kind of marketing is misleading and insults the intelligence of the audience”. Jozui thinks using celebrities is wrong and advertisers are tricking the consumer by using famous faces. There is no set rule about advertising, their job is to sell you a product and they're allowed to do it in any way they can. It's the customers responsibility to decide for themselves whether they'd buy it or not, the celebrity is just there for the glamor effect. Back in the 1950s and 1960s advertising was one of the biggest businesses in the world. Multiple agents would hire big names like Frank Sinatra, John Wayne, Lucille Ball, and Jerry Lewis to promote anything from cigarettes to laundry soap. No one had an issue with this endorsement and there's no difference between that advertising and the advertising we do now. Even without the celebrities advertisers would hire an attractive actor to portray the “everyday Joe, just like you and me” so the customer would say “if he/she uses it so should I”. That form of advertising is more offensive than celebrity endorsing. If advertisers stopped using celebrities, they would still be able to hire people to lie about products in order for you to buy it. There is no need to ban celebrity endorsements when the customer can just trust their own opinion about a

As the marketing manager for a soft-drink company, it can be tempting to just latch onto any celebrity who offers his or her services as a potential endorsement partner. One factor in choosing a celebrity is making sure you do not get someone who has lost his or her relevance. If you do, it is not going to help expand the soda brand. So if I choose someone I will make sure he or she is famous. Another factor is making sure the synergy between the endorser and the soda advertised is good. The greater connection between the endorser and product, the higher the persuasiveness of the message. Another factor is the endorser must fit whose demographics characteristics of the target audiences. Consumers with strong ethnic identifications are more

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

This Proactiv advertisement advertises the product using celebrity endorsement as well as sending implicit messages. The text in this advertisement explicitly shows many claims that Proactiv works such as “helps clear and prevent acne blemishes with a three step system.” As well as “works on all types of acne, effective on all skin types and try it 60 day, risk free!” The main slogan that they use is referring to Katy Perry and it says “what’s the secret to her success, she’s Proactiv.” Other components of this advertisement include visuals such as the product itself and a photo of Katy Perry. Although this advertisement seems simple it implies that in order to be successful you have to be physically attractive. A stereotypically

In addition, the company makes humorous advertisements to mimic auto advertisements where advertisements are placed on the rear of the specialty DXP. Use of celebrities is also done which according to Kotler and Keller (2012) is a strategy that hinges on wooing the following of the celebrities. Celebrities are considered to have market influence and thus their approval of a product is likely to generate increased sales. The choice of celebrities is however important to ensure that brand identity is not lost. The company should therefore be keen to ensure that celebrities who have an influence on healthy eating are chosen so as to drive

Celebrities consult with marketing agents who uses three strategy efforts for personal branding. First, the pure selling approach where “an agent presents a client’s qualifications to potential buyers until he or she finds one who is willing to act as an intermediary” (Solomon, Marshall, & Stuart, 2016). Second, the product improvement approach where “an agent works with the client to modify certain characteristics that will increase his or her market value” (Solomon, Marshall, & Stuart, 2016). And third, the market fulfillment approach where “an agent scans the market to identify unmet needs. After identifying a need, the agent then finds a person or group that meets a set of minimum qualifications and develops a new product” (Solomon, Marshall, & Stuart, 2016).