Celebrity Endorsements

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

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

The positive feedback on products to assure quality and may lead to a purchase decision. Endorsements by celebrities and models play an important role in such buying patterns.

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”

The article suggests that money and exposure are key reasons for celebrities to tie their name to a large company that may not be healthy for children, for this reason; one questions the qualities of the celebrity. For example, one can question qualities of a famous athlete that endorses Sprite because soda leads to dehydration and athletes’ focus is often staying hydrated. Next, businesses use celebrities as a marketing strategy to gain attention for the product that the company wants endorsed. This causes the business to spend more money on more influential people leading to the assumption that celebrities are endorsing products that they do not actually use on a daily basis for money. After one is able to think critically about the logistics of the celebrity endorsing the product one can find that it is most likely about being paid or reaching a new

One of the main differences in our findings was whether or not our interviewees would stop buying from a brand if the celebrity endorsing them had a scandal. The answers to this question were all over the board. Some said that they don’t care if a celebrity messes up and it has no effect on their relationship with the brand, while others thought that unless the brand was directly involved, they also did not care. Some, however, said that they would stop purchasing from a brand if they had a scandal with a celebrity

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.

The history of celebrity endorsement goes back to the 1760s. Josiah Wedgwood, the creator of the Wedgwood brand of pottery and chinaware, also known as the father of the modern brand used endorsements and new advertising strategies to build an impression around his company’s name that give the brand name a worth further than the attributes of the goods itself. Somewhere around 1875 and 1900, the trade card popularized celebrity endorsement, either given along with the product to the consumers or inserted in the packaging. The card had a photograph of the celebrity and a description of the product, but it had no quotation or a direct testimonial by the celebrity. Trade cards highlighted actresses like Lily Langtry and Sarah Bernhardt and baseball

When we watch television, or read through magazines, we often see advertisements featuring stars, or celebrities that we respect. Companies use the celebrity's influence on people to get the public to buy their product,

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

Furthermore there are other researches as well which suggest that the approach of using a celebrity to endorse a product can not be viewed as a general practice of using any celebrity for any product endorsement. Pornpitakpan (2003), while discussing match-up hypothesis, describes the results of a study by Erdogen et al (2001) which suggests that "British advertising agency managers considered various criteria like celebrity- target audience match, celebrity-product match, overall image of the celebrity, cost of hiring the celebrity, celebrity trustworthiness, controversy risk, celebrity familiarity, celebrity prior endorsements, celebrity likeability, risk of celebrity overshadowing the brands, celebrity expertise, celebrity profession and celebrity physical attractiveness". A match between the target market and the endorser is important for effectively transmitting right message to target audience. For example, the advertisements which are produced by Pepsi, are mostly targeted for youths and so the celebrity endorsers that they use in their advertisements are young personalities. The match up hypothesis goes true for the multiple celebrity advertising as well. A good example of this is the Pulse Polio campaign taken up in India to eradicate the polio

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).

Today’s media is full of examples which bring out the best of surrogate advertising. Even the event marketing of sports, fashion & music has not been spared from surrogate advertising. The alcohol based brand sponsor sports and receives visibility via advertising and below-the-line marketing. Brief examples along with modus operandi have been mentioned below. Celebrity endorsements with Shatrughan Sinha for the Bagpiper soda to the leading stars such as Akshay Kumar for the Red & White Bravery Awards while Johnny Walker Scotch Whisky promotes a series of successful stories on the T.V. channel-CNBC India through sound bites like Amitabh Bachhan. Event marketing has benefited sports, fashion & music. The alcohol based brand sponsors