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CELEBRITY ENDORSED ADVERTISING. In today's world of fiercely competitive and
highly fragmented market, every company tries to maximise ...
... card, used most heavily as an advertising device between ... particularly when the product
has contributed to their celebrity. ... to try a motor oil endorsed by Al ...
... Advertising has enabled marketers to create a brand identity ... areas other than that
of the product class endorsed". A celebrity usually enjoys a high degree of ...
... Appeal to Authority is commonly used in advertising. Turn to any channel on the
television and one can find a product being endorsed by a celebrity. ...
... accepts her as a so called celebrity because she ... practices such as: television, music
videos, advertising, film, pop ... She has endorsed herself into all of these ...
Submitted by dkshukla03 on January 7, 2007
Category: Business
Words: 2303 | Pages: 10
Views: 169
Popularity Rank: 46,963
Average Member Grade: N/A (Add a Comment / Grade this Paper)
In today\\\'s world of fiercely competitive and highly fragmented market, every company tries to maximise the share of its target market segment to optimise its profit. To achieve this goal, companies try a combination (or mix) of various 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 of possible impacts of this technique on today\\\'s marketing world.
It is a well known fact that many companies spend huge amount of money to get their products endorsed by prominent public figures (celebrities).But why do companies use celebrities for endorsing their products? According to Charbonneau and Garland (2005) \\\"celebrity endorsers break through media clutter and hold viewers attention\\\".This approach becomes quite significant regarding the positioning of a product aiming the target market keeping in mind that now a days people are bombarded by hundreds of advertisements on every form of media that they come across. Viewers ignore most of advertisements because it is not possible to pay attention on any body and every body in the crowd unless there is someone different from others. Charbonneau and Garland (2005) further cite Kamins (1989) and Ohanian (1990) to state that \\\"celebrities contribute to brand name recognition,create positive associations transferring qualities such as physical appeal and likability, and assist in the development of distinct and credible brand personalities\\\". Thus the main goal of using a celebrity to endorse a product seems to increase the sales by capturing the target...
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