Celebrity Endorsement Essay
Kotler (2006) defines celebrity endorsements in very simple terms; Kotler (2006) explains that celebrity endorsement is a particular strategy used by marketers to advertise a product from such a platform through which consumers can associate themselves with the brand value from the perspective of the celebrity personnel. In India a celebrity idolizes in the mind of the consumer so large that any activity can be capitalized on their huge fan followers (Erdogan, 1999). Therefore the huge and binding relationship between celebrity endorsement and consumer behavior cannot be ignored or undermined in a competing business environment like India.
Using well-known and admired people to promote products is a widespread phenomenon with a long marketing
…show more content…
(Goldsmith et al, 2006) In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgments, and feelings. Ideally, a celebrity endorser would be seen as credible in terms of expertise, trustworthiness, and likeability or attractiveness, as well as having specific associations that carry potential product relevance. (Goldsmith et al, 2006)
Kelkar (2008) states that in the past also a number of different brands have created strong associations with celebrities that have served as sources of brand equity, and this has actually done wonders for these firms.
In India quite a few companies that market FMCG products are using popular sports persons and film stars in their advertising to endorse their products. Sachin Tendulkar, Rahul Dravid, Saurav Ganguly, Amitabh Bachchan, Shahrukh Khan, Salman Khan, Katrina kaif and many others are a common sight in ads; the list goes on and on.
Companies expect to derive three types of benefits from endorsers Kelkar
…show more content…
The advertiser has control over some communication elements such as source, message and media, etc. William J McGuire’s “persuasion matrix” helps advertisers to assess how the independent variables interact with the consumer’s response process. Brand managers should know how the decisions about each independent variable could influence the stages of response hierarchy. There are examples of ads that used sex appeal, humor, or celebrities as endorsers to attract the consumers’ attention. These advertisements were quite successful in attracting the audience attention, but proved ineffective in brand name or brand message recall. (McGuire,
How Does St. Jude Use Celebrity Connection In Marketing
350 Words | 2 PagesFor their marketing strategies, St. Jude uses celebrity stars connection as well as good marketing decisions and programs to attract the consumers and businesses. This type of marketing brings in hundreds of millions of dollars each year for the hospital. Some of their fundraising efforts were Trike-a-thon, Math-a-thon, Up 'Til Dawn and the Dream Home Giveaway (Zmuda, 2011). Their celebrity connections started when the founder, Danny Thomas, would get celebrities like Bob Hope and Sammy Davis Jr. to come and support the cause. Today his children Marlo, Tony and Terre continue to be involved and get celebrities like Jennifer Aniston, Robin Williams and Antonio Banderas to support (Zmuda, 2011).
The Importance Of The Color Blue In Mike Lupica's Heat
560 Words | 3 PagesThe team won and got to play in District 22 finals at the Yankee stadium where thousands of people would watch him compete for the title of victor alongside his team. “It’s much better inside,” El Grande said, “The Yankee stadium” “Are you ready?” Ellie said, “Are you kidding me?” Manny said, “We were born ready” (214) This quote lets readers know that Michael has achieved his dream of wanting to play in the Yankee stadium since he moved to New York.
Informative Speech On Nfl Players
715 Words | 3 PagesHe made one of the most memorable plays in Penn State history during the Penn State vs. Ohio State game in 2005. He has two pro bowl selections and an all pro selection. He currently plays with the Chiefs and has recorded 348 tackles and 53.5 sacks which is the fourth most in Chiefs in history. He created lots of great plays at Penn State and has made lots of good plays in the NFl. (McGuire, 2012)
Barbie Doll Rhetorical Analysis
1144 Words | 5 PagesAdvertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
Budweiser's Use Of Pathos In Advertising
616 Words | 3 PagesAdvertisements have been used throughout generations to persuade the viewer to purchase the product that the company is trying to sell. However, some companies appeal to the emotions instead of trying to sell the product itself. Companies have the ability to persuade the opinions of the reader and make an advertisement that can be mesmerizing. Advertisements have helped the awareness of what a products good for or how it is better than the other retailers product. As Jeremy Bradley states “Advertising can help your business to increase its value and build its reputation” (Bradley, Jeremy.
Coca Cola Rhetorical Analysis Essay
1061 Words | 5 PagesAdvertising is the best way to get a message across to a certain audience. It serves as a mean of communication of a product or service. It is broadcasted through every media around the world in order to make any product known. The brand Coca Cola is one of the most known companies in the world; their main product is a type of beverage. Throughout the years, this company has been making history with their worldwide advertisements.
A Rhetorical Analysis Of Mcdonalds
983 Words | 4 PagesAdvertisement plays a big role in our society and it’s a way of attracting people ‘s attention. For instance, McDonald’s website illustrates a vision of focus, perspectives and colors to approach the audience in a way of selling products only using three methods. These methods are logos, pathos, and ethos. Logos is an argument or form based on a logic, pathos make appeals based on emotions and ethos is the form or appeal of character or credibility. Using these three methods is a way to analysis how McDonalds persuade, inform, and reminder in advertisement.
Elaboration Likelihood Model Of Persuasion Essay
817 Words | 4 PagesCHAPTER III Framework This chapter shows and discusses the theories, the theoretical paradigm, the conceptual framework and the operational definition that will be utilized in this research. The study will be assimilating the following theories: Elaboration likelihood model (Petty & Cacippo, 1986); hierarchy of advertising effects model (Thorson et al., 1992) and; music theory (synthesis). A. Theoretical Framework I. Elaboration Likelihood Model Elaboration likelihood model of persuasion or ELM is a dual process model developed by psychologists Richard Petty and John Cacioppo in the 1970s, defining how a medium or a person’s presentation of the message forms and changes the receiver’s attitude.
Advertising's Fifteen Basic Appeals Summary
1890 Words | 8 PagesAdvertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,
The Elaboration Likelihood Model
1014 Words | 5 PagesIf one is able to cope with the dissonance, at the same time can make a choice faster. 2.2. Visual presentation of an Advertisement with Regard to Its Persuasive Potential Advertisement, as previously investigated, has to draw one’s attention and promote particular product. Amid this feature, the essence of advertising is visual communication. As the role of language is crucial in further analysis, the visual presentation is the first element that make the receiver be interested with the advertisement.
Synthesis Essay On Advertising
967 Words | 4 PagesAdvertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”
Examples Of Rhetorical Appeal In Advertising
994 Words | 4 PagesIt is believed that emotional appeal can be the most common and effective rhetorical appeal used in advertising. Authors, Tapan K. Panda and Kamalesh Mishra, elaborated on this in an article titled “Does Emotional Appeal Work in Advertising? the Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”. They both noted that, “ad-evoked feelings have direct influence on attitudes towards the advertised brand and purchase intention”. By this, the authors are saying that with the help of emotional appeals the ad can directly elicit a certain perception that the audience may now have of the ad.
Kardashians Research Paper
1003 Words | 5 PagesSubsequently, the celebrities that are symbols for these products become a product in themselves. In some cases, we buy products purely because a celebrity has worn it, endorsed it, or has been associated with it in another type of way. A consumer’s inclination towards materializing a lifestyle of a celebrity leads to the merging of the corporate and the self. This is extremely prevalent with the Kardashian family. The Kardashian family became celebrities through their reality television show Keeping Up with the Kardashians.
Nike Business Analysis: Internal Analysis Of Nike
702 Words | 3 PagesThe marketing and advertising executives control the innovative aspects of these ads and endorsements to celebrities, so they can help form an image for Nike
More about Celebrity Endorsement Essay
Sequoi Kings Canyon National Park: Geology Analysis
1195 Words | 5 PagesHow Does St. Jude Use Celebrity Connection In Marketing
350 Words | 2 PagesThe Importance Of The Color Blue In Mike Lupica's Heat
560 Words | 3 PagesInformative Speech On Nfl Players
715 Words | 3 PagesBarbie Doll Rhetorical Analysis
1144 Words | 5 PagesBudweiser's Use Of Pathos In Advertising
616 Words | 3 PagesCoca Cola Rhetorical Analysis Essay
1061 Words | 5 PagesA Rhetorical Analysis Of Mcdonalds
983 Words | 4 PagesElaboration Likelihood Model Of Persuasion Essay
817 Words | 4 PagesAdvertising's Fifteen Basic Appeals Summary
1890 Words | 8 PagesThe Elaboration Likelihood Model
1014 Words | 5 PagesSynthesis Essay On Advertising
967 Words | 4 PagesExamples Of Rhetorical Appeal In Advertising
994 Words | 4 PagesKardashians Research Paper
1003 Words | 5 PagesNike Business Analysis: Internal Analysis Of Nike
702 Words | 3 Pages