Examples Of Celebrity Endorsement

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Celebrity endorsement aims to create knowledge and create interest in the minds of customers. To do so several marketing techniques are implemented. Celebrity Endorsement is one of the influencing tool by which advertisers try to leverage the image and identification of the celebrity to promote a brand or company. Celebrity endorsement makes the advertisement dynamic, fascinating, interesting, but attention is also taken by customers.So far the celebrity is taken as a role model and in return these celebrities impact their lives. Celebrity endorsement is being done since long time, in fact not too late when advertisement techniques were taken on new shapes because advertisers recognized soon that by using public figured personalities in advertisements…show more content…
Literature Review: Marketing tends to perform on new and rare tactics of advertising as different tactics are investigated by advertisers to make the advertisements competent and effectual as well. Celebrity endorsement is one of this. It is known by advertisers very well that the positive image that the celebrities cast on the customer. The message in the advertisement can be made more convincing. (CHOI and Rifon, 2007). According to term ‘celebrity’ can be defined as, ”Celebrities are people who are known by public recognition by a vast share of peculiar Group of people.” (Schlecht, 2003) “Any individual who enjoys public recognition and this recognition is utilized on behalf of a consumer product by showing up with it in advertisement”. (Mc Crakcen, 1989) Celebrity endorsement is done by advertisers because of its huge profits endless possible influence. There are specific potential advantages of celebrity endorsement, the advertisement in which celebrities are endorsed get more attention as compared to non-celebrity ones, celebrity endorsement helps the company in re-positioning its product/brand and finally entitle the company when it penetrates new in the market or plans to move in international market. However, through celebrity endorsement a company cannot achieve sole key to success. It also shows the company with potential hazards. These might involve, overshadowing, overexposure, and controversy (Erdogan,…show more content…
Motivation to identify the message comprises being involved and relevancy while aptitude is based on experience of the person and the logical ability to recognize and practice the convincing message. The Elaboration Likelihood Model suggests two ways that is Central Route and Peripheral Route that guide the attitude transform. According to the Central Route, the consumers keenly give concentration to the advisement and the customer height of participation is far above the
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