How Effective Are Celebrity Endorsements

Celebrity Endorsement is a form of brand or advertising that involves a well-known individual using their fame to help promote a product or service. The most common business users of products are manufactures of perfumes, and clothing. Some Techniques that are used are for example, television ads and launch event appearances.

Many commercials feature your favorite stars to help endorse a products. Sue Jozui in her excerpt, argues that consumers should stop supporting companies that use celebrity endorsers and that laws should be put in placed for advertisers. The author supports her position by first stating that the audience would connect approval of the celebrity with approval of the product. She continues by claiming that these kinds of advertisements are misleading. The authors purpose is to convince the readers to boycott certain companies that use celebrities as endorsers so that these commercials are no longer the norm. The author establishes a critical tone for consumers of voting age. The author's argument is invalid because companies should have the right to advertise how they choose.

Have you ever wondered what influences us to behave the way we do? Look a certain way? Or even looked for an explanation to what causes us to apply a certain perspective regarding personal and controversial issues? One of the answers to these questions may revolve around the influence we absorb from celebrities. A definitive term for celebrity is an iconic figure to a category or group who has achieved success in one or multiple aspects of their lives. As a result, these individuals have drawn in publicity and fame. Over the years with the advances in media and other forms of communication, celebrities have become topics of discussion worldwide, rather if it’s at school, with colleagues or at the dinner table, it is fair to say that

The world of advertising and business has relied on the power of celebrity presences since the birth of media. Sue Jozui in her excerpt argues that celebrity endorsements should be boycotted and advertising should be regulated with rules and guideline. The author supports her Argument by first using derogatory terms such as “insulting the intelligence of the audience” and words like “misleading” and “pretend”, are both negative. She continues by listing celebrity endorsed products. The authors purpose is to convince the reader that advertisers are money hungry businessmen who only wish to scam consumers. The author expresses a critical tone for the consumers of these products. Jozui's argument is weak because companies have the right to advertise

The history of celebrity endorsements goes back to 1970's when Josiah Wedgwood, co-founder of Wedgewood brand of chinaware, used big celebrities to endorse his products. Since then celebrity endorsements is one of the most important tools used for advertising and improving sales. It is a type of brand or advertising campaign where celebrities act as brand representative. Either this can be in a form of a commercial for product/service or celebrities own line of products. For example, celebrities like Kim Kardashian , Mary-Kate and Ashley Oslen have their own empire of retail items being sold all over the

And while not all brands subscribe to the celebrity endorsement theory, it's based in pretty simple logic. People idolize celebrities, so when famous people are seen in advertisements promoting a new product, audiences are prompted to buy that product, either subliminally or directly. There are methods to fine tune the effectiveness of endorsements, however, that lead to bigger impact. The potential positive effects on product sales cannot be understated. According to a Marketwatch claim in Social Media Week, just one endorsement can spell an increase in sales by 4%, almost immediately. That's why businesses, even small businesses would be foolish to resist the mere exploration of celebrity influencers to promote their brand. Steve Olenski from Forbes magazine states “The brand value added by celebrities is immediate and palpable. When a celebrity signs an endorsement deal with a product, an element of legitimacy is suddenly present in the company, simply because of the power of the name backing it up” (Olenski, 2016). The effects would be substantial if the brand could find a prominent name who influences their audience. RadioShack attempted to use celebrity endorsements in the 2014 Super Bowl ad campaign that aired, but it failed miserably because you didn’t use celebrities from this generation. Instead of using well known celebrities that are known to this generation, you decided to use 80’s pop culture icons like Hulk Hogan. Although, Hulk Hogan was fairly popular at one point, many people did not find this very inspiring. According to Ad Age, a brand that inks an endorsement contract with a celebrity or an athlete can see their stock rise up to .25 as soon as the news is made public. This represents an increase in perceived legitimacy from the celebrity's endorsement, even though the product has not changed at all. I suggest that you take advantage of this strategy because it is highly

one paired sample t test was conducted to test the hypothesis that that there is a difference between the effectiveness of athletes and non-athlete celebrities in the endorsement of products. Participants viewed photo advertisements of athlete celebrities and non-athlete celebrities and then answered questions to assess the perceived persuasiveness and interest of the photos. Using a 7-point Likert scale, lower response values represented less persuasiveness and interest. A single composite variable that represents overall endorsement effectiveness was created by using total response value, comprised of the summed values of the persuasiveness responses for each participant and the summed values of the interest responses for each participant, respectively. This single composite variable was created in order to compare the average endorsement effectiveness of athlete and non-athlete celebrities. Persuasiveness ratings for athletes and non-athlete celebrities were significantly correlated (r = .68, p < .001). Levene's Test let us know whether the assumptions are met. One of the assumptions is that the variability in groups is equal. If that assumption has not been met, then a special form of the t-test should be used. In this research, the significance (p value) of Levene's test is less than .001, which is less than α(.05). So we reject the null hypothesis that the variability of the two groups is equal, meaning that the variances are not equal. Because the p value in

Celebrity endorsement is one of the most commonly used channels of brand communication which a celebrity acts as the brand 's spokesperson and endorses the brand 's claim and position by extending his/her personality, popularity, stature in the society or expertise in the field related to the brand that he/she is associated with. Celebrity endorsements have long been seen as one of the most preferred tools to build a firm 's brand equity by advertisers. This strategy has largely been successful. In fact every possible brand that enjoys high equity amongst its target populace has used

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

This literature review purpose is to attain a better understanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals, articles, books and dissertation which relevant to the celebrity endorsement. There are four main parts need to be emphasis, first is the history and background, second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively, The Meaning Transfer Model refers to the description of endorsement process and Elaboration Likelihood Model which deals with circumstances and situation of endorsed product and target audience.

Celebrity endorsements can be more quickly clarified as any individual person with open distinguishment who utilizes his/her distinguishment for any brand by showing up in a commercial for it (McCracken, 1989). Television ads have a solid effect on the viewers as contrasted with print promotions. Multinationals expose TV a more authentic source to draw in the psyche and hearts of youth. These Audiovisual ads are extremely appealing as well as have a gigantic effect on their every day schedules. Researches have demonstrated that a large portion of the youngsters use a high rate of their time sitting in front of the TV particularly in watching sports channels. Sports celebrities and superstars have created exceptionally

Twenty-five percent of advertisements use celebrity endorsements because it is an effective marketing tool that increases brand recognition and purchase behavior (Spry 2009). The earliest celebrity endorsement dates back as far as the 1760’s. Chinaware, trading cards featuring actresses and cigarettes set

Brands have been influence celebrity appearance for a long time. Across categories, whether in products or services, many brands are investing on the bunch appeal of celebrities locally and also internationally. Once a new face enters the popularity charts, advertisers’ line up to have it marked all over. The benefit of celebrity endorsements can be justified by the following advantages by using celebrities on the overall brand. First benefit is Establishment of Credibility. In establishment of credibility, approval of a brand by a star fosters a sense of trust for that brand among the target audience- this is especially true in case of new products. Again as mentioned earlier, we have the Corneto Walls ice cream campaign. At launch, Akim and Stacy endorsed Corneto ice cream to share with the loves ones and this ensured that brand awareness was created in a market, to people which did not even know the brand. Secondly, Ensured Attention which ccelebrities make sure the attention of the target group by dividing the confusion of advertisements and making the advertisement and the brand more visible and understandable. Furthermore, PR coverage is one of the advantages for using celebrities. Managers perceive celebrities as current and up to date, which create high public relation coverage. A good example Rosyam Nor

Scientific studies on the relationship between the world of celebrities and the sphere of marketing can be dated from the 1760s when royal endorsements were used as a marketing device for pottery and chinaware by producers - Josiah Wedgwood and Sons. ("Celebrity Endorsement – Throughout the Ages,"2004). Celebrity endorsement, as an instrument of marketing communication, is becoming increasingly important for commercial marketing. In McCracken's marketing theory celebrities are defined as “using public recognition to promote products by appearing in advertisements” ("Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process", Grant McCracken, Journal of Consumer Research, Volume 16, Issue 3, 1 December 1989, Pages 310–321). Nowadays every fifth advertisement is using celebrities. The role of celebrity endorsement is growing with interest in new forms of consumer influence such as product placement. Market research agencies are offering increasingly sophisticated methods to analyze the impact of celebrities on consumer behavior or the branding tool known as the match-up. These analyzes provide hard, empirical evidence on the effectiveness of celebrities in marketing communications.

Many marketing companies have realized the importance of celebrity endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with “Celebrity Equality”. The awareness and association celebrities portray firm’s hope this branding transfers to the product they are selling. When corporation sign on a celebrity, they are taking on the possibility and risk of the spokesperson may become involved in events that can have deleterious effects on the spokesperson company and the product their advertising. “They’re human. When you sign on to a celebrity, you sign on to the whole package –the good, the bad, and the ugly” ( L, Therese, & K, Robert & J, Robert). Through out my paper I will be using Tiger