Important Celebrity Attributes

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

4. Similar to Coca-Cola and Nike, Hollywood megastars represent global brands in their own right. But their fans might be surprised to learn that many have leveraged their reputation in foreign markets (most often Japan) by creating ads—sometimes downright cheesy ads—to hawk products that they would never endorse in the domestic market. Use the Internet to uncover

“People are more likely to pay attention to a TV commercial if one of their favorite players is talking, than they would be if the owner of the company was the star” (Miller). It is the association with the known and likeable character which may attract people to follow celebrity endorsements. It may also be the association with success which the athlete is characterizing. Whatever the case may be, Miller gives tips of what marketing companies look for before persuading a player with an endorsement:

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

The positive feedback on products to assure quality and may lead to a purchase decision. Endorsements by celebrities and models play an important role in such buying patterns.

If there is a celebrity advertising a product then the advertisement becomes more beneficial for the company. Sue Jozui, in her excerpt, claims that products advertised by celebrities should be boycotted. The author supports her argument by first telling how it misleads and insults the intelligence of the audience. She continues by explaining that there should be rules for advertisers. The authors purpose is to set laws for advertisement is to stop celebrities from falsely advertising products. The author establishes an objective tone for consumers who also believe celebrity advertisement is wrong. The author believes it is insulting to use celebrities to promote product; however it is the consumer's responsibility to not buy every product he/she sees just because there is a celebrity promoting it.

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”

“This kind of marketing is misleading and insults the intelligence of the audience (Jozui).” Jozui is explaining that using a celebrity as an endorser provides automatic approval and because of that doesn’t provide much evidence of how effective the product is. However, the consumer should have the ability and knowledge to do research on the product. ¨Am I going to buy the newest SUV because an attractive talk show host gets paid to…(Jozui).¨ Just because somebody is paid to pretend to like a product does not automatically give the product approval. Not everybody would agree with the right to advertise freely however, companies have every right to do

The history of celebrity endorsement goes back to the 1760s. Josiah Wedgwood, the creator of the Wedgwood brand of pottery and chinaware, also known as the father of the modern brand used endorsements and new advertising strategies to build an impression around his company’s name that give the brand name a worth further than the attributes of the goods itself. Somewhere around 1875 and 1900, the trade card popularized celebrity endorsement, either given along with the product to the consumers or inserted in the packaging. The card had a photograph of the celebrity and a description of the product, but it had no quotation or a direct testimonial by the celebrity. Trade cards highlighted actresses like Lily Langtry and Sarah Bernhardt and baseball

Beneficial of pay attention to market trends and to keep with local tastes. Celebrities appeal makes for exceptional advertising. And finally it pays to keep up with merging trends in the market.

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

Celebrities consult with marketing agents who uses three strategy efforts for personal branding. First, the pure selling approach where “an agent presents a client’s qualifications to potential buyers until he or she finds one who is willing to act as an intermediary” (Solomon, Marshall, & Stuart, 2016). Second, the product improvement approach where “an agent works with the client to modify certain characteristics that will increase his or her market value” (Solomon, Marshall, & Stuart, 2016). And third, the market fulfillment approach where “an agent scans the market to identify unmet needs. After identifying a need, the agent then finds a person or group that meets a set of minimum qualifications and develops a new product” (Solomon, Marshall, & Stuart, 2016).

 However, due to competition and use of celebrities by competitors to at-tract customers, use of celebrities like ―Amir Khan‖ as source is a great move.