Lindsay Melay CELB ENDORSEMENTS

The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature

endorsers that then brand celebrities with an image to sell a certain along with their

“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

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.

Big companies like to use celebrities to help them endorse their product. For example Katy Perry is one of the big celebrities being used to help Cover Girl to sales their products all over the world. The reason the company chose her because she popular, and is a big hit with fans in the music industries. The company thinks with her as their spoke person, she will convince her fans and young women out there that Cover Girl is the best make up product. The company want to be appealing to teenager who are just getting into make up, and also women who are contents buyer of the brand Cover Girl. With the help of the celebrities popularity it does help with endorsing the product and selling it. Yes this technique has had and affect on me before.

The author demands that advertisements should focus on the quality of the item being sold. Instead of businesses using celebrities to promote their products in commercials, they should be describing the product itself and showing off what it has to offer. The celebrity has nothing to do with the product and can be distracting to the main point. However, the celebrity

Celebrities can have significant influence in commercials because people are going to more likely follow them due to his or her fame and/or popularity. For example, John Cena, a famous WWE wrestler advertised for a brand of garbage bags known as “Hefty Ultra Strong” garbage bags. The message in the commercial is that these Hefty brand garbage bags are mighty, strong, durable, and can withstand a lot of weight, like John Cena, not to mention these bags are low priced. As a result, many people may more likely buy Hefty brand garbage bags due to the commercial saying that they can hold more garbage than any other garbage bag without ripping or tearing.

As the marketing manager for a soft-drink company, it can be tempting to just latch onto any celebrity who offers his or her services as a potential endorsement partner. One factor in choosing a celebrity is making sure you do not get someone who has lost his or her relevance. If you do, it is not going to help expand the soda brand. So if I choose someone I will make sure he or she is famous. Another factor is making sure the synergy between the endorser and the soda advertised is good. The greater connection between the endorser and product, the higher the persuasiveness of the message. Another factor is the endorser must fit whose demographics characteristics of the target audiences. Consumers with strong ethnic identifications are more

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

between 1996 and 2008 by firms listed in the US. Internet is the main medium of

The second pro of a celebrity marketing campaign is that it will help the client remember our name/product line. Recall is very important so our customers will be able to make

The objective of the research study was to get a sense of whether celebrity endorsement is creating a dissonance among consumers with celebrities endorsing multiple products. The Indian television advertising is crowded with almost all the brands having one or the other celebrities endorsing for them. At present in India, the Indian cricket captain Mahindra singh Dhoni is endorsing 25 brands, while Shahrukh Khan 16 and Sachin Tendulkar endorsing 15 brands (India Today Sept 2010). Consumer associates a

There are many ways such as computers, telephones or even mail that can be sent out from and to any company. To state it differently brand name companies do not pay attention to where or even if that celebrity asked for merchandise or service. All they care about is the name of the celebrity who asked for it. Obviously merchants disregard all other things when it comes down to getting a celebrity to advertise for them. Brand name companies only think about having their merchandise

Selection of celebrities can be done while they are at their peak or when they are destined for greatness in the near future. Again a risk that may go either way. What is important at some level is the value that a celebrity adds to a particular brand. The advertiser tries his best to make the celebrity and brand as analogous as possible. The celebrity endorser is seen to score quite well on dimensions such as trustworthiness, believability, persuasiveness, and likeability when tested for reaction from people. This is important to a marketer as if he can get a celebrity to make the masses follow, believe or listen to him, he has been successful.

Celebrities are useful in marketing brands because a credible endorser have the ability to influence consumer perception towards a product. Hence, advertisers need to choose a suitable celebrity that match with the endorsed product. Till (1998) claim that when choosing an endorser, the fit, similarity or belongingness of celebrity and brand need to be carefully scrutiny. This view is agreed by Hsu and McDonald (2002), when the celebrity characteristics match with the product attributes it is found that celebrity endorsement can be effective. Nike’s consistently used Michael Jordon as endorser influenced consumer minds towards the brand; when consumer saw advertisement of Nike, they will think of Michael Jordan and vice versa (Christisan and Rikard, 2004).