Impact of Celebrity Endorsement with Non-Celebrity Endorsement

8007 WordsAug 18, 201033 Pages
| | |SUMMER PROJECT | |5th semester | |ANALYZE THE IMPACT OF CELEBRITY ENDORSEMENT WITH NON-CELEBRITY ENDORSEMENT | |ANALYSE THE IMPACT OF USING A CELEBRITY TO ENDORSE A PRODUCT VIZ A COMMON PERSON ENDORSING THE SAME PRODUCT. CHOOSE BRANDS FROM THE| |SAME CATEGORY AND CONDUCT A COMPARATIVE ANALYSIS…show more content…
Before we go into analyzing success and failure stories of brands, we examine the title once again and try looking at it extremely minutely. A product endorsement is a form of testimonial from someone which indicates that they like or approve the product. Commonly, product endorsements are done from people who are socially prominent, allowing companies to advertise their products with statements like as used by such-and-such an actress, or the official product of company/event X. It 's hard to miss a product endorsement on product packaging and in advertisements; most companies keep their endorsements front and centred so that they are always in the public eye. The concept of the product endorsement is quite ancient. In England, for example, several companies have been advertising themselves as by appointment to the Queen for hundreds of years, indicating that they enjoy the patronage of the British royal family. Consumers are often seduced by the idea of purchasing a product which is endorsed by someone wealthy or famous, as though by buying the product, the consumer also becomes affiliated with the person who endorses it. Modern product endorsements can come with contracts worth substantial amounts of money. A product endorsement doesn 't necessarily mean that a product is good. It just means that the company has managed to work its public relations connections to get a big name associated with it. Some

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