Exploring The Impact Of Celebrity Endorsement On Consumer

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

Advertisements have become more common and can be found in almost all locations in the society; however they vary depending on the content and the medium they use to convey the information. It can be noted that television has become one of the most influential and powerful medium since it gives both visual and hearing attributes. Television is preferred by many organizations among them being Power ads since it gives a leading hand in competition since it basically influences the consumers not because of the unique product qualities but the mode at which the advertisement is made. Advertisement being one of the marketing strategies has to be designed in a way

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.

Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals:

There are many different ways that celebrities can influence people in buying a product. For example, Kevin Durant, and ax body spray.he is a user of the body spray, but also a test subject of the product. I think the reason why Durant was chosen was that he is one of the most legitimate basketball players. Since Durant is one of the most popular basketball players, so he gets a lot of credit. I think Durant was chosen because he has a lot of fans and admirers, such as celebrities. If I were to give an opinion on Durant I would say: the more ads you continue to do, the more the game will come to you. The reason why I think people would buy Durant’s products is that he is an athlete and, if people buy his product they

Modern Advertising is an annual multi-billion Dollar business now-a-days. Advertising is everywhere - in magazines, on television, in movie theaters, on countless web pages, on busses, in subways and on milk-cartons. In fact, advertisements

Advertising is an important component of the promotion of the marketing strategy, along with direct marketing, PR etc. The aim is to promote business and communicate the information to the intended audience to increase sales. Businesses that continue to advertise regardless of economic times have a competitive advantage over businesses that trim their ad budgets. The whole process of selling products or services to the market is intimately concerned with understanding customers’ needs, motivating the sale of the product or service, and distributing it to customers – whether private consumers or industrial

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

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

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

Celebrity endorsement can be defined as any person who enjoys public recognition and fame, and uses their fame to help promote a consumer good by appearing with it in an advertisement. (McCracken 1989, p. 310). The art of using celebrities to promote products dates back to the early 1900’s and in recent times it has implemented itself as one of the most popular methods of advertising, being perceived as a winning formula for product marketing and brand building. Infact, it is such a growing trend that approximately 20-25% of television advertisements in the US include a celebrity. (Shimp, 2000).

It is defined as paid form of non personal communication about an organisation, service, product, or idea by an identified sponsor. Public service announcement, which has an sporadic exception whose advertising space or time is provided by media. Advertisement involves with mass media is referred as no personal component which transport a massage to large group of peoples, often at the same time, for instance TV, radio, magazines, newspapers. Non personal component means there will be no opportunity for quick feedback from the message recipient, so the advertiser must know how the audience will interpret and respond to it, only before the message to be sent. Advertising is famous and widely spread and discussed form of promotion because of its omnipresentness. It is the main prominent promotional tool particularly for companies whose products are targeted at mass consumer markets. It is the most cost effective method for communicating with large audience. Advertising will be used to improve brand images and symbolic call for a company or brand. This is an important opportunity for companies selling products that are difficult to differentiate on practical ascribes. Other plus point of advertising is its capability to hit a responsive chord with customers when distinction across other tools of marketing mix is difficult to achieve. Good and popular advertising campaigns can sometimes be influenced into successful integrated marketing communication programs. The way and

Previous studies have been done on consumers´ response to celebrity endorsement in advertising. Results of these studies show that celebrities make advertising believable and enhance message recall. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude toward the brand and a distinct personality for the endorsed brand (Agrawal and Kamakura, 1995).

Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since