The Halo Effect Theory In Advertising

These days, pop-up ads and commercials are so frequent and becoming more ubiquitous than ever. People are exposed to ads on the radio they listen to when driving, in the newspaper in the morning, on “News Feed” when they surf Facebook, and everywhere in between. With today’s highly focused advertising demands, many advertisers are using every opportunity to get their products and services noticed. Launching celebrity-based campaigns is not a new idea in marketing. In fact, it is the best way for a brand to reach a targeted audience and a strategy that highly influences the customer purchase decisions in the future. It is a form of advertising campaign which involves celebrities using their fame to help promote a product or service. This famous

The halo effect theory describes the way people look at others. It is a cognitive bias in which our overall impression of someone in one area influences our opinion of that person’s character. The research into the halo effect shows that a person’s positive physical attractiveness and qualities might be a good person. The better he/she looks and behaves, the better a person we judge him/her to be. For example, people tend to view attractive individuals as more knowledgeable and intelligent. Another common example is that people who are skilled in analytics are assumed to have other similar qualities and skills such as critical thinking or communication. These judgements are instances of the halo effect

If these celebrities were to endorse a brand, halo effect can be observed whereby people will associate the brand with the celebrity. As a result, the brand will seem more trustworthy and reliable. For example, because Jordan’s name is still attached to his shoes, we connect the signature shoe bearing his name directly to his spirit, performance and being. Air Jordan sneakers make people feel special. Since Jordan Brand aims to capitalize on past success, people feel like when they put the sneakers on, they are a part of history. It’s history that they can wear on their feet, and no other footwear has been able to do that. It is Jordan’s talent level that makes him a worldwide icon. This talent alone sells a product. People might well like the brand because they like Michael Jordan. But under that there is still a deeper emotional connection at play: he is, after all, the greatest basketball player of all time, so maybe Nike is the greatest brand too. Jordan is everything they hope to be and by buying the product he endorses the consumer feel that they can come that much closer to their hero. In short, launching a celebrity-based campaign is one of the fastest and easiest ways for advertisers to create brand associations in the minds of