Pros And Cons Of Celebrity Endorsement
It’s always been conventional wisdom that people watching TV don’t watch commercials. They flip channels, get something to eat or otherwise ignore the ads. 1 In fact, TV advertising and program promotions reach 85% of adults daily, and viewers typically see 26 advertising or promotional breaks -- accounting for 73 minutes -- each day. In today’s competitive world, consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. Celebrity endorsement if used effectively makes the brand stand out, enhances brand recall and facilitates instant awareness. Celebrities like film stars have not only been successful in gathering huge public attention, but also in increasing sales volume. …show more content…
exposes that 37 percent of television viewers make purchase decisions after watching advertisements on television compared to 7 percent for social networks (White, 2011). Impact and persuasion are two factors for a successful TV commercial that arouses viewer interest immediately and remains memorable. Most of the celebrities used help in developing credibility and trust of the product being advertised on the audience. Many people hold certain celebrities in high regard, so an endorsement of a product instantly increases the amount of trust the consumer has in the …show more content…
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. Future Researchers would be having a mindset of pursuing this study to find out more information and they can also use this as a source of information or related literature and may use this as their basis for their research in relation with purchasing celebrity-endorsed
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Objectives Of Celebrity Endorsement
1020 Words | 5 PagesCelebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,
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