(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.
Consumers would like to recognize themselves with the celebrity and they buy the product because they would like to be as the celebrity. Advertisements with celebrities therefore establish instant brand awareness and the celebrity impel personality of a
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.
Celebrity credibility This is a concept which defines a positive characteristic of the source leader to the acceptance of the message but the audience (Ohanian, 1991). Ohanian, proposed that there is a model which is three-dimensional which includes “Testimony”, Attractiveness” and “Reliability” of the source. Therefore, a credible celebrity is likely to have more effectiveness on the advertising campaign than that of one who is not that credible. This also proves that generally celebrities are considered a reliable and trustworthy source of information concerning the products he/she endorsing (Goldsmith, Laffery & Newell, 2000) making it even more essential for brands to carefully pick a celebrity which is in line with their advertising campaign
The first part talks about how advertisements give importance to visual media. The second part talks about the power of celebrity in influencing consumers. The third part talks about the reliability of the advertisements. Advertisements give importance to visual media. Visual media is a great help in influencing consumers.
But in broader meanings, any individual who is successful in the world of sports, business, art, politics, and the military can be attributed into the group of celebrities. The celebrities themselves transfer their own personality and image to the brand and product they are representing, generating a related image between themselves and the brand or product. In order for the endorsement to be successful, there are three different attributes the celebrity uses to communicate to the consumers. These are: Attractiveness Trustworthiness Expertise The most important aspect when practicing celebrity endorsement is the choice of celebrity. The impact on and the outcome of the endorsement have to be well evaluated before, during and after it takes place, with the intention of generating customers and creating brand loyalty.
The research by Rashid et al (2002) asserts that celebrities can assist in the recognition of brand names, create positive feelings towards the brand and create a distinct personality for the endorsed brand. Celebrity endorsement is also believed to generate a greater likelihood of customers’ choosing the endorsed brand due to the existence of factors such as brand trustworthiness. Trustworthiness refers to the honesty and believability of the celebrity. The use of celebrity endorsements in an advertising strategy could enhance the marginal value of the advertisement expenditures and create brand equity. According to Salvatore and Washington (2007), the particular product – endorser combinations result in better overall attitude towards the
A strong brand can gain trust and confidence in a product and enables a business to charge a premium price. This makes a well-known brand a valuable asset to a business. 5.5 Explain the relationship between sales and
1 INTRODUCTION TO ADVERTISING Advertising messages were delivered across different media television, print, radio, Web and outdoor displays. Recently advertisements are delivered through smart mobiles, tablets, ATMs, and screen displays are made available in airports check in terminals, retail check out machines, information kiosks in stores and malls. Advertising is any kind of non personal presentation and promotion of a product by an identified sponsor using the mass media that is intended to inform, motivate and persuade the target audience. Advertising is the most important element in promotion mix it can create a distinct brand identity, motivate the customer and boost sales. Advertising must create a bond, positive attitude, build