Importance Of Celebrity Endorsement

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

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.

The use of innovative marketing tactics are often implemented to achieve success in the restaurant industry. Using celebrity endorsers as part of the promotion for the restaurant is one common practice. Using celebrities, a restaurant or restaurant chain can distinguish itself from its competitors by increasing the brands reputation and name. Developing positive attitudes towards the brand as well as maintaining loyal customers increases sales and allows the restaurant to gain a distinct advantage over their competitors. The appropriate endorser must be chosen carefully, as the selection of the celebrity can have a positive impact on consumer perception. Conversely, selecting an inappropriate celebrity may have a negative impact resulting in a reduction of sales as well as poor brand reputation. Social media presence is also key for the promotion and success of the restaurant. Using marketing strategies which include the internet, Twitter, Facebook, Magazine, and newspaper coverage, celebrities can help the restaurants brand grow. This paper will explore the various reasons of how celebrity endorsements impact consumer perception.

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”

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.

It is not uncommon to see celebrities on TV market in other products, author Sue Jozui has other opinions. Author Sue Jozui in her excerpt, explains her view that there should be rules for celebrities endorsing other products and being misleading. The author supports her opinion by first explaining about how a celebrity may advertise a coffee, or a brand of car. She continues by arguing that advertisements are misleading. The author´s purpose is to draw awareness to this issue and wanting a prompt change so that new rules can be put in place to regulate the marketing and advertising industry. The author sets an informative tone for the consumer. The argument Sue Jozui, the author is making is that she believes there should be rules on celebrity endorsements, however the consumer may disagree because they have the power to buy the product.

Celebrity endorsed products are advertised to a point that they are said to , “insult the intelligence of the audience” (Sue Jozui). Sue Jozui in her argument, discusses how using celebrities to advertise products is unfair to viewers and that we should boycott against this kind of advertisements. Jozui supports her claims by first describing how viewers buy products if endorsed by celebrities. She continues by giving her personal opinions on the misleading advertisement that insult that intellectual levels of viewers. Jozui’s purpose for this speech is to persuade customers to follow her steps in boycotting this type of advertisements. Jozui asserts a concerned tone for customers. Although, given Jozui’s point of view, the idea that these advertisements are built off of a free market economy that needs competition for it to grow giving companies the right to endorse products to however they desire.

Overpaid celebrities endorsing a product, as if they use it every day, is apparently wrong and uncultured,offending the audience by working off of their social figures to lure them into buying an object. Or at least that is what some believe. Sue Jozui in her passage, argues that celebrity endorsement of products is morally wrong, and the act of it offends the buyer’s intelligence. The author supports her assertion by first giving vague examples of celebrities and the products that they endorse, none of which are actual examples. She continues by claiming that those endorsements are misleading and furthermore insulting to the consumer.

The author establishes a critical tone for consumers. Celebrities should not have to stop sponsoring products because it is the consumer’s responsibility to know and understand that celebrities

If a consumer likes a celebrity and the celebrity is in the commercial telling them to buy a certain product the consumer is more likely buy the product. The evidence above shows that if you like the product it's more effective than seeing a stranger telling you to buy the product. Advertisers think using celebrities is a more effect method of advertising. Buyers purchasing the product are more likely to buy an item if they know the celebrity in the commercial. Consumers like things they know not things they don't do advertising with a celebrity is more effective than without.

In Celebrity Endorsement still push Product by: Dean Crutchfield is saying you don’t know what you’re going to get once it’s out there, some sells go good and some don’t, but celebrity endorsements are always worth investing in. Advertisers choose celebrities who represent the image and promise of their brand. Most people purchase a product because they know a celebrity uses the item, for example an actress expressed in a commercial that a certain lipstick made her lips fuller. A lot of sports people will buy a pair of sneakers because they think it will make them jump as high as the athlete wearing them.

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