Product Match-Up Model Of Advertising

867 Words4 Pages
Introduction The use of advertising went through a major phase of change over the past 150 years, from classical to modern view (kumar, 2010). In the modern days, marketers are developing strategies using various appeals including sexual, emotional, humour etc. (Belch, 2001). The motive behind formulating such strategies is to gain high brand exposure, attention, interest, desire and action (Belch, 2001). As (McCraken, 1989) stated that celebrities tend to create greater effect on the consumers‘buying behaviour. (McCraken, 1989) further states that celebrity endorsement advertising is a ubiquitous feature of modern marketing. According to (Silvera & Austad, 2004) Celebrities are people who enjoy public recognition among a large group of people…show more content…
The match-up hypothesis suggests that the effectiveness of an advertisement depends on the existence of a perceived 'fit' between the endorsing celebrity and the brand endorsed by him (Till & Busler, 1998). The Product Match-up model suggests that the ―Celebrity‖ and ―Product‖ features should complement each other for effective advertising (Kamins, 1989). The match between the product and celebrity depends on the common attributes between product features and celebrity image (Misra & Beatty, 1990). The product match-up model suggests that attractive celebrities especially attractive female celebrities are more effective at endorsing beauty products, the products used to enhance ones attractiveness (Kamins, 1990). (Callcoat & Phillips, 1996) opposed the argument by saying that consumers are generally influenced by celebrities if products are inexpensive and low involving. Meaning transfer model (McCracken, 1989) explains that the celebrity would be effective only if clarity is achieved by the meanings consumers associated with endorser which are eventually transferred to the

More about Product Match-Up Model Of Advertising

Open Document