The Pros And Cons Of Celebrity Endorsing

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A celebrity endorser is “an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989). Friedman and Friedman state that “a celebrity endorser is an individual who is known to the public for his or her achievement in areas others than of the product class endorsed” (Friedman & Friedman, 1979). The use of celebrities to promote a product is not a new method. It is logical to try and boost popularity of one’s product by linking it to someone that is already popular and who will undoubtedly receive a lot of attention. At this point one can easily state that anyone alive today, living in the western world, has encountered some form of celebrity endorsing. Celebrity endorsing has reportedly been around since the 1920’s, first using radio and later in the 1950’s using television as media tool. Hollywood movie stars were often used for commercials promoting products ranging from pies to cigarettes. Besides movie stars, sport stars were also used in commercials. An Indian family used to read various newspapers and magazines which includes several advertisements for various products and thus a consumer is exposed to around 1000 ads per day. Moreover, people forget 80% of the information in just 24 hours. All these things lead to high amount of clutter. The situation is even worse for the low involvement product categories in which differentiation is very little. To defeat the

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