How to please them and do what satisfies them. What consumers want, and what marketers think they want, may be very apparent. For a marketer, it is one of the most important, if not the most important thing to know the wants and needs, and what makes a consumer happy. What really matters to consumers? According to, “The 3 Psychological Triggers that Matter to Happy Customers”, the first trigger is personal touch, making something more personal to the consumer.
Ha: There is a significant relationship between Vic Sotto-endorsed products purchase by the respondents and the impacts of celebrity endorsers when grouped according to their profile. SIGNIFICANCE OF THE STUDY The study titled “Correlation of Variables on Vic Sotto-endorsed Products” aimed to determine the impacts of celebrity endorsement to the randomly selected consumers of St. Joseph Street, New Era, Milton Hills Subd., Quezon City, towards Vic Sotto-endorsed products. This study would benefit the following: Consumers would consider this study as their preference on purchasing a product. Advertising Agents would discover that popular celebrity in advertisements is a good strategy to endorse a certain product. Advertising Agencies would make the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effective.
Celebrity endorsement is a billion-dollar industry today, with companies signing deals hoping that it can help their brand and make their product stand out from others by giving them a unique and relevant position in the mind of consumers. Celebrity endorsement can be an excellent means of marketing a product, but companies must consider potential risks before investing in a celebrity to display their brand’s product. These advertising companies have a moral obligation to monitor the behaviour of any endorsed celebrity that there brand and product is associated with, to protect themselves from any harm. It is also important to weigh the pros and cons of having such a well-known person publicly displaying a company’s product. Popularity, connection to the product, money and personal behaviour have major effects on endorsement deals.
There have been different definitions for the concept of celebrity endorsers. In 1989, McCracken defined a celebrity endorser as a person “who enjoys public recognition and uses this recognition on behalf of a consumer good by appear with it in an advertisement”. Gupta (2009) considered celebrity endorser as a person who can use their name to get public attention, raise public interest and generate profit prom the public. In other words, associating with a celebrity allows companies to create background stories and eventually, the product or brand will receive attention from the public. A celebrity endorser can also be understood as a person who is known by the public when appearing in an advertisement with a product to promote that product
Examples of peripheral route advertising include ads that have a celebrity endorsing the product. Having a celebrity in the advertisement will invoke those who like the celebrity to be more inclined to invest in the product/ brand. If people have positive feelings about the celebrity, those positive feelings will most likely spill over to the product being
A brand must consider before signing a celebrity three main aspects. The attractiveness of the celebrity, which states that the attractive attributes of an endorser be it physical, intellectual, athletic and lifestyle, will influence the target audience and thus enhance the memory associated with the brand. The credibility of the celebrity is important to the brand being endorsed as it is an external cue for the consumer to bypass brand clutter in the market and cannot be fulfilled if the trust-wordiness and professionalism of the celebrity is discredited. Finally the meaning transfer is when the success of the collaboration is reliant on the relativity in characteristics between the celebrity and the brand in regard to image, personality and market position to name a few (See figure 1.1) (Roll
1. Introduction Celebrity endorsement is now a day's a very useful practice of advertising among various tools to market the product or services as well, for marketers it has been a winning formula. It is easy to select the best celebrity in advertisement but it is quite difficult to create the association between the product and celebrity The capability of two advertising tools celebrity endorsement and event sponsorship have an impact on consumer pre-purchase decision including perceptions with regard to product quality and uniqueness is the focus of this study.. Marketers are interested to make more customers who are potential and are influenced by celebrities. Day by day consumers are exposing to so many of voices and images through media including audio visual aids.
Up to now we have fully understood the concept of celebrity endorsement, the criteria that are required by celebrities to influence the attitudes and behaviors of consumers in a favorable wat to persuade their final purchase intentions. In this section, we will have a look the different advantages and disadvantages that it may have for a company. Advantages One of the major advantages of using celebrity in advertising is that, it persuades the purchase intention of consumers. Many consumers bear in mind the fact that if their idol is using this product, it is imperative for them to buy this specific product so that they have a resemblance (Barnes 2011). In television show of sex in the city, there is the actress Sarah Jessica, since many women
In conclusion, Margaret Mead has a very clear and correct understanding of success.Taking our eyes off of those who are on national television and rather focusing on those around us will be the best type of success. Those prominent figures in the media are important, however, but we need to remember that their success is almost on an entirely different scale. One cannot jump from poverty to prosperity in a matter of days, it is a constant mode of self-improvement that will eventually amount to something. And this is the American way! Current republican presidential candidates currently display this idea, those being Ted Cruz and Ben Carson, because each of them understood the idea of success and utilized it in the best way to improve themselves for the betterment of all.
(Niazi et al 2012) A survey was conducted on effective advertisement and how it impacts consumers buying behaviour. This brought an outcome that advertising is one of the most effective tool to attract consumers positively towards the product. When a consumer gets emotionally attracted towards the product, he tries his best be use and try the product at least once. When the purchasing power of a consumer changes, it affects the purchasing level too side by side. (David and Geoff, 2000) Consumer buying behaviour is affected by three main factors which are buying situation, personal influences and social influence level.