Disadvantages Of Mountain Dew 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

The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature

Through the use of a celebrity endorsement, Progressive gains the trust of the audience before even having to mention anything about their company. Many view celebrities as a credible source, so with the use of Michael Buffer in their commercial, Progressive is reaching a wider variety of potential customers. If a viewer wasn’t necessarily interested in the company before and then see an influential celebrity supporting the company, it may be powerful enough for the viewer to consider the use of the company and their

“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.

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.

In 1984, Pepsi uses celebrity endorsement strategy to help advertise their products such as during the commercial, a celebrity can be seen holding a Pepsi can and drink it in a refresh way. Celebrity endorsement is when a famous person uses the company’s products to help sell a product or service. In this case, Michael Jackson was featured in Pepsi 1984 ad. During the video, Michael Jackson saw a young kid drinking Pepsi and danced like him on stage. The celebrity approached the young kid as Michael Jackson sang,

The author demands that advertisements should focus on the quality of the item being sold. Instead of businesses using celebrities to promote their products in commercials, they should be describing the product itself and showing off what it has to offer. The celebrity has nothing to do with the product and can be distracting to the main point. However, the celebrity

Beneficial of pay attention to market trends and to keep with local tastes. Celebrities appeal makes for exceptional advertising. And finally it pays to keep up with merging trends in the market.

Wonderful post Giselle! Your insights to celebrities influence on consumers decisions are on point. As you have mentioned opinion leaders like Oprah Winfrey allow an opportunity for consumers to build a connection through instances like using the same dieting strategy, make up use, and trying new perfumes advertised by a celebrity. A lot of celebrities are idolized by many and for marketing this is a perfect advantage.

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).

The approach enabled consumers to readily acquire the commodity and influence other shoppers in the pyramid through word of mouth (Aaker, 2011). Additionally, integration of sport and entertainment personalities in influencing customer’s decision in the market played a significant role in expanding the firm’s trademark. Similarly, the pre-marketing tactic employed by the business such as sponsoring of activities in places that the company has not launched its product also helped in creating consumer awareness and market ambassadors (Aaker,