marketing tools and techniques as their marketing strategy. Advertising is one of the important components of the communication mix through which companies convey their offerings to present and potential customers and general public as well. This essay will discuss the various aspects of celebrity endorsement as a prevailing advertising technique along with critical evaluation of the phenomenon of multiple celebrity endorsement as a marketing tool and the and will conclude with taking on overview
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
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
lady tyke will be substantially additionally engaging youth rather than advertisements that don 't emphasize sports celebrities. Ohanian (1990), has distinguished three measurements of source validity for celebrity supports: 1. Trustworthiness: The level of trust and belief. 2. Expertise: The Expertise of celebrity 3. Attractiveness: The charisma and attraction possess by celebrity Coles and Andrews (1996) prominent that sports icons these days support post innovator originations of games as an item
Celebrity endorsement more likely to be effective. Central Processing: Attitude Attitude Models Attitude Attitude Models: – Assesses attitude formative elements and tries to predict consumer attitudes toward a product. MultiMulti-attribute Models (e.g., Fishbein-TORA): Fishbein– Assumes attitude are dependent on several attributes. MultiMulti-attribute Models Elements: – Object Attributes. – Beliefs. – Importance Weights. MultiMulti-attribute Model Exercise
Packaging 7 2.2.3 Identity Prism 8 2.2.3 Brand personality 9 3. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12 4. Celebrity endorsement 13 4.1 David Beckham and Gillette 14 4.2 Other Gillette celebrity endorsers 15 4.3 Match-up hypothesis 16 4.4 Future Endorsement 17 5. Retail Environment 17 Appendices Bibliography Appendices Appendix 1 – Marketing Week Article Appendix 2 –
Associations and Value Creation Brand Association and Value Creation Model 3. Measurement of Brand Associations Less Structured Approaches Structured Approaches 4. Research in Brand Associations Brand Extensions Branding Country ofOrigin Celebrity Brand Preferences Product Attributes Brand Associations and Brand Equity 5. Critique of Research in Brand Associations Techniques used Operational Definitions
Impact of Celebrity Endorsements on Brand Image Introduction Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics that are observed and celebrities generally differ from the social norm and enjoy a high degree of public awareness. The term Celebrity refers to an individual who is known to the public actors e.g
concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed.’ (Rouse and Parcanschi, 2015). However, Ogilvy states that a brand is ‘the intangible sum of a product 's attributes:
will result in eating disorders such as anorexia and bulimia. Consequently, to achieve those standards of physical appearance, there is a socially constructed idea that in order to be beautiful, that is, in order to be like those thin models and celebrities, it is necessary to be unhealthy (Serdar, n.d.). Moreover, media lower girls’ self-esteem by promoting fashion for skinny people. When people walk inside a shop, there will be super thin mannequins, and the girls would think that the size that