Celebrity endorsement
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This document discusses celebrity endorsement and its impact on advertising. It defines celebrity endorsement as a marketing strategy where celebrities promote products, services, or causes using their fame. Celebrity endorsement can help establish brand credibility, ensure attention, and increase brand recall. However, it also carries risks if the celebrity's reputation declines or they overshadow the brand. The document reviews literature on how celebrity endorsement affects brands and consumer attitudes. It concludes that celebrity endorsement can boost brand recognition but marketers must carefully select celebrities that audiences can identify with.
![REVIEW OF LITERATURE
Bergstrom and Skarfstad et al. (2004) highlighted that in the case of celebrity endorsement the
impact it will do on the brand will be greatly affected and/or proportionally related to each other.
The brand association goes beyond the benefits and functions as it can show the values or
attitudes of the brand, in which brand can be associated with a suitable celebrity sharing the same
values.Amos et al.(2008),Erdogan(1999), Mc Cracken highlightedabout the dissension and
discussion about the exact role of celebrity endorsement towards the brand. Cabellero(1989)
highlighted that there is weak relation between the celebrity and consumer attitude towards the
brand. Busler et al.(2002)emphasized that in term of consumer satisfaction after buying a
product that involves celebrity endorsers.
REFERENCE
Wikipedia [https://en.wikipedia.org/wiki/Celebrity_branding ]
Bergstrom and Skarfstad B 200 Celebrity Endorsement case study of
j inberg.Weden Ule University of Tech.
Busler,M (2000) product differentiation. Celebrity Endorsements and the
Consumer’s Perception of Quality Philadelphia: Drexel University.
Elizabeth M Pease (2001) Media effects and society, New York : McGraw-Hill.
CONCLUSION
Celebrity endorsement in advertisement is the use of testimonial evidence or endorsement, a
style that features a highly believable or likeable source endorsing the product. The increase of
celebrities endorsing brands has been steadily increasing over the past years. Celebrity
endorsement can bestow special attributes upon a product that it may have lacked. The main
objective is to garner faster brand recognition, association and emotional unity with the target
audience. Celebrity endorsement if used effectively, makes the brand stand out, galvanizes brand
recall and facilitates instant awareness thus the right choice of celebrity to use must be done by
the marketers. This gives a room for media personalities to be used in marketing products for
various organizations and companies who can easily be identified with by the audience, through
the chosen advertising media. However celebrity endorsement in advertisement has negative
impact on the audience ranging from the morals, norms and behaviors in the society. Celebrity
appearance, knowledge, liking, and credibility of the celebrity are also highly correlated with
advertising believability.](https://image.slidesharecdn.com/celebrityendorsement-170424133523/85/Celebrity-endorsement-4-320.jpg)
Celebrity endorsement
- 1. CELEBRITY ENDORSEMENT AND ITS IMPACT ON ADVERTISEMENT. NAME: DEBASIS KHANRA SEC: A ROLL: 32 COLLEGE: NSHM COLLEGE OF MANAGEMENT AND TECHNOLOGY.
- 2. INTRODUCTION Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies or a non-profit organizations which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Marketers use celebrity endorsers in hopes that the positive images of the celebrity endorser of the brand will also be passed on to the products or the brand image associated with the celebrities. Celebrity endorsement is usually commonly used by fashion or beauty brands, but a non-profit organization relies on celebrities as well, as celebrities have mass communication skills which can attract people's attention and is helpful in reaching a wider audience to raise their awareness towards a certain organization or an issue .Thus, making celebrities effective fundraisers. Celebrity branding is also known as celebrity endorsement, and is a form of publication by portraying a well recognized sports or entertainment celebrity to be a brand ambassador for a company or firm, and by using their social status to promote a service or product. IMPORTANCE OF CELEBRITY ENDORSEMENT Celebrity branding has become a marketing strategy to appeal a brand to new customers. Celebrity branding is a way to boost the sales and increase the growth rate in the market, creating a huge influence on society as they are seen as opinion leaders. Brands build a new relationship with new customers through celebrities endorsing their products. Celebrity endorsements influence in sales when promoting a product and brand, as they can supply information, which is focused on the benefits and remarkable features of the product is an unbiased and standard form, which has a great effect on the business revenue.
- 3. Advantages of using celebrity endorsement in advertisement Establishment of credibility – approval of a brand by a star fosters a sense of trust for the brand among the target audience especially in case of new products. Ensured attention- celebrities ensure attention of the target group by breaking the clutter of advertisements and making the advertisement and the brand noticeable. Higher degrees of recall- people tend to commensurate the personalities of the celebrity with the brand thereby increasing the recall value of the product. Associative benefit- a celebrity’s preference for a brand gives out a persuasive message. Because the celebrity is benefiting from the brand the consumer will also benefit thus this perception increases the sales or consumer’s attachment to the product. Psychographic connect-celebrities are loved and adored by their fans and advertisers use stars to capitalize on these feelings to sway the fans towards their brands. Demographic connect- different stars appeal differently to various demographic segments such as age, gender, class and geographic location among others. This helps in reaching different target groups. g. Mass appeal- some stars have a universal appeal and therefore prove to be good bet to generate interest among the masses. Disadvantages of using celebrity endorsement in advertisement The reputation of the celebrity may derogate after he or she has endorsed the product- incase the celebrity used has a tarnished name; the behavior of the celebrity reflects on the brand thus affects the audience attitudes towards the product that they endorse. The vampire effect- in case the celebrity overshadows the brand. This makes the audience to remember the celebrity and not the product being advertised. Multi brand endorsement by the same celebrity would lead to overexposure. The novelty of a celebrity gets diluted if he does too many advertisements, thus the advertisement might not have major influence or meaning to the audience.
- 4. REVIEW OF LITERATURE Bergstrom and Skarfstad et al. (2004) highlighted that in the case of celebrity endorsement the impact it will do on the brand will be greatly affected and/or proportionally related to each other. The brand association goes beyond the benefits and functions as it can show the values or attitudes of the brand, in which brand can be associated with a suitable celebrity sharing the same values.Amos et al.(2008),Erdogan(1999), Mc Cracken highlightedabout the dissension and discussion about the exact role of celebrity endorsement towards the brand. Cabellero(1989) highlighted that there is weak relation between the celebrity and consumer attitude towards the brand. Busler et al.(2002)emphasized that in term of consumer satisfaction after buying a product that involves celebrity endorsers. REFERENCE Wikipedia [https://en.wikipedia.org/wiki/Celebrity_branding ] Bergstrom and Skarfstad B 200 Celebrity Endorsement case study of j inberg.Weden Ule University of Tech. Busler,M (2000) product differentiation. Celebrity Endorsements and the Consumer’s Perception of Quality Philadelphia: Drexel University. Elizabeth M Pease (2001) Media effects and society, New York : McGraw-Hill. CONCLUSION Celebrity endorsement in advertisement is the use of testimonial evidence or endorsement, a style that features a highly believable or likeable source endorsing the product. The increase of celebrities endorsing brands has been steadily increasing over the past years. Celebrity endorsement can bestow special attributes upon a product that it may have lacked. The main objective is to garner faster brand recognition, association and emotional unity with the target audience. Celebrity endorsement if used effectively, makes the brand stand out, galvanizes brand recall and facilitates instant awareness thus the right choice of celebrity to use must be done by the marketers. This gives a room for media personalities to be used in marketing products for various organizations and companies who can easily be identified with by the audience, through the chosen advertising media. However celebrity endorsement in advertisement has negative impact on the audience ranging from the morals, norms and behaviors in the society. Celebrity appearance, knowledge, liking, and credibility of the celebrity are also highly correlated with advertising believability.