Celebrity Endorsement

3156 Words Sep 22nd, 2007 13 Pages
Celebrity Endorsements

The importance of Celebrity Endorsements?
The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It 's about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that basis, and so unacceptable quality cannot be masked by a celebrity presentation. There 's one fact that advertisers need to keep in mind when using celebrity endorsements—never let the celebrity become your brand. If so, you 'll run the risk of
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Indeed, one of the respondents claimed that when a person is famous, people forget about what the person looks like as everyone knows the face, it is hard to judge whether the person is pretty or ugly.
Managers believed that celebrities save time in creating the credibility a company has to build into products. They argued that when consumers see a credible celebrity endorsing a product, consumers think that the product must be at least ‘OK '. However, it was revealed that Nanette Newman was used by Fairy Liquid for years because she was perceived as trustworthy, believed in, and motherly.
Four out of twelve advertising agency managers mentioned PR coverage as another reason for using celebrities. Managers perceived celebrities as topical, which created high PR coverage. Indeed, celebrity-company marriages are covered by most media from television to newspapers (e.g. The Spice Girls and Pepsi). This particular reason has not been mentioned in the academic literature previously to the researcher 's knowledge. (Erdogan & Baker 1999)
History of Celebrity Endorsements.
Since 1870 when the Reverend Henry Ward Beecher appeared in an advertisement in Harper 's Weekly endorsing Waltham watches, companies have used characters of note to help market products to consumers. Entertainment personalities were first employed by the cigarette industry in 1905 when Murad Cigarettes used comedians Fatty Arbuckly and Harry Bulger in its ads. Since

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