Celebrity Endorsement

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

To stand out from the rest, companies enlist famous people to appear in their adverts or do voice overs. But these celebrities already earn thousands of pounds and, for example, Gary Lineker on the Walkers adverts is an ex footballer who probably wasn’t even allowed to eat the crisps when he was working is advertising a fatty food that is already famous and the money only goes to contributing towards his next sports car, surely the ridiculous amount of money spent on

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.

As mention previous, when certain celebrities endorse a product, the credibility is lost to an extent. That

Whether you’re from the North or the South, Whether you call it Soda, cold drink or Pop, we all enjoy these lavishing carbonated beverages at some point. With or without someone's influence. They are delicious no doubt about it. The fizz when you first open them. The rush you get when that first taste hits your taste buds. Commercials are made to get a product know and some even use celebrities to show the audience a familiar face. “They get more publicity and often a big paycheck”, says an article by Justin O’Neill. It is debatable if these celebrities should be allowed to be a face for these products because they can be unhealthy.

Celebrities can have significant influence in commercials because people are going to more likely follow them due to his or her fame and/or popularity. For example, John Cena, a famous WWE wrestler advertised for a brand of garbage bags known as “Hefty Ultra Strong” garbage bags. The message in the commercial is that these Hefty brand garbage bags are mighty, strong, durable, and can withstand a lot of weight, like John Cena, not to mention these bags are low priced. As a result, many people may more likely buy Hefty brand garbage bags due to the commercial saying that they can hold more garbage than any other garbage bag without ripping or tearing.

Celebrity endorsement and beauty appeal are both conventions for advertisements due to the way they attract viewers. Carl's Jr is notorious for hiring models and well known celebrities

Without an effective PR, it is very difficult to reach the attention of the target audience and much less to influence their opinion and decisions. A celebrity publicist should also be Internet savvy. To be effective PR professional must be knowledgeable on how to work with internet providers to remove false, or defaming headlines removed from the search engine. Publicists also have to know when to remove a celebrity's photo from a website if it is violating copyright, or how to deal with a celebrity being misquoted by the media. Also, social media networks are utilized by a PR specialists to establish a direct communication with the public, and other powerful members of the entertainment industry. Being a publicist for a celebrity is more than just correcting internet errors. It is mandatory that PR agents manage a celebrity's online image. Most celebrities have numerous social media accounts, including Facebook pages, Twitter profiles and Instagram accounts. A productive PR representative must monitor all platforms. The may be required to create tweets for the celebrity, and solicit social media sponsorship that can pay thousands of dollars or even more and provide addition positive

our sample range from fairly modest (£0.75 million paid by Avon to the Williams sisters or $3 million

The second pro of a celebrity marketing campaign is that it will help the client remember our name/product line. Recall is very important so our customers will be able to make

The objective of the research study was to get a sense of whether celebrity endorsement is creating a dissonance among consumers with celebrities endorsing multiple products. The Indian television advertising is crowded with almost all the brands having one or the other celebrities endorsing for them. At present in India, the Indian cricket captain Mahindra singh Dhoni is endorsing 25 brands, while Shahrukh Khan 16 and Sachin Tendulkar endorsing 15 brands (India Today Sept 2010). Consumer associates a

The effectiveness of advertising depends on the celebrity is closely connected in consumer’s mind with the product (Daneshvary and Schwer, 2000). Indeed, Goldsmith et al. (2000) stated that credible endorser have more positive effect on consumer’s behavior towards the advertisement. Along with Liu et al. (2007); Pornpitakpan (2003);

As soon as a new face ascends the popularity charts, advertisers line up to sign him/her. The rise in celebrity endorsements can be justified by the following advantages that are bestowed on the overall brand:

In the past two or three decades celebrity advertising/endorsement has become common practice amongst brands that wish to create and maintain attention, as well as increase product or brand recall rates (Erdogan, 1999). However, the juxtaposition of brands and organisations with admirable figures that possess qualities such as likeability, attractiveness, trustworthiness and credibility is not a new phenomenon (Erdogan, 1999). It is believed that an eighteenth century potter named Josia Wedgewood was the pioneer of using celebrities to his advantage when Queen Charlotte began using his products, after which he began referring to himself as “potter to Her Majesty” (Seno & Lukas, 2007). Since

While selecting a celebrity as endorser, the company has to decide the promotional objective of the brand and how far the celebrity image matches with it. The selection is in fact a collaboration, from which both the company and the celebrity gains. \ The most important attribute for a celebrity endorser is the trustworthiness. The target audience must trust that a celebrity carries a particular image and it must match with the product. \ The second attribute in order of importance is likeability. The celebrity also must be accepted as a popular icon by a large cross section of the audience. \ Similarity between the target audience and the celebrity is the third important attribute. A person well-known in a