Pros and Cons of celebrities in marketing campaigns Name Institution Thesis statement The celebrity endorser is a ubiquitous feature of modern marketing and millions of dollars are spent annually on celebrity endorsements contracts. There are often three types of endorsers: the celebrity, the professional, and the typical consumer…
As a result, there are pros and cons when a company decides to contract a celebrity to be the face of its product or service. Celebrity endorsers are individuals who are known to the public for achievements in areas other than that of the product-category endorsed. The individual enjoys public acknowledgement and who uses this acknowledgement on behalf of a product or service by appearing with it in an advertisement. As well as promoting established brands, celebrity endorsers are used to promulgate new brand images, reposition brands or introduce new ones (Pride, 2013). The use of celebrities has become a common practice for companies competing in today’s cluttered media environment, with one in five marketing campaigns now featuring celebrities. The use of celebrities as endorsers tends to create, attempts to create positive effects in the minds of consumers, operating alongside consumers’ owned culturally formed meanings. Companies invest large sums of money to align their brands and themselves with endorsers. The rising popularity of this phenomenon is due to increasing consumer consciousness and new product proliferation, and encouraging marketers to use attention-creating media stars to assist in product marketing. Initially, the use of celebrity endorsers seemed to be an all-gain/no-risk situation, but as with any dynamic marketing communication strategy, there are potential hazards (Dietrich & Livingston, 2012). Hence, before a company embarks on the process of hiring celebrity endorsers to market its product and services, it ought to critically analyze the pros and cons of using this kind of marketing strategy. Nike is one of the companies that have enlisted the services of celebrity to market its new elite speed mercurial vapor playing boots currently worn by Cristiano Ronaldo and Lionel Messi. Pros of celebrity endorsers Celebrity endorsers can create positive buzz and attract both new customers and investors. The exposure companies can get by associating by their products with a celebrity is such a lucrative opportunity such that businesses often give away products in the hope of attracting celebrity interest. Furthermore, celebrity endorsers help to increase mainstream exposure. Most companies are aware the Western culture is infatuated with celebrities. Hence, for a company that has just gained a foothold of the market, the use of a celebrity figure will enable the company to drive a lot of eyeballs towards its product or service. The use of celebrity endorsers will help to increase the credibility of the product. Even though there are celebrities that have developed a love to hate relationship with members of the public, their appearance in various products can help to generate the appearance of credibility for both developing and established companies. A lot of consumers prefer to use that product or service that has a celebrity on it since it signifies that the product has something worth checking out. The use of celebrity endorsers tends to generate compelling content, which has often, proved to be an elusive aspect for content-driven businesses. As a result, the use of celebrities will enable the company to produce the type of content that can hardly be bought regardless of the amount of money that the company intends to use in marketing the product or servic ...
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However, to make the advertisements and messages more powerful and influencing, the advertisers are using the psychological method of ‘mental association,’ through which the celebrities from different fields are made to advertise their products and influence the consumers.
People such as Benjamin Franklin, a politician and scientist, Mark Twain, a satirist and writer, and Elizabeth Cady Stanton, a champion of women’s rights were the heroes with whom most Americans were familiar. These figures became well-known because of their accomplishments that helped society improve in matters of science, equality, and justice.
One of such aspects of the functioning of the mass media is the extensive coverage of life and deeds of "celebrities", without whom it is difficult to imagine any single news report on TV, radio, or in magazines and newspapers. Aside from the paparazzi hunting for the private details of celebrities lives, another popular object of public attention are the instances when famous people are caught making unusual remarks, especially if these are not politically correct.
Why Americans are so obsessed with celebrities? What is this that makes them bate their breaths awaiting to hear the last gossips from the celebrity world Rhodes (2009) says that Americans are celebrity conscious culture. He read a survey which states that one third of Americans are obsessed with celebrities.
The persons that are obsessed may have a problem with their own selves, attitudes, and personalities. If one is obsessed, his or her mind is transfixed on an idea thus becomes immobilized and that individual becomes stuck in his or her search to find a way out of the maze. Also, concentration and memory are impaired, the emotional problem develops.
Most Americans follow the lives of their celebrities, and they have public opinions on their personal lives. American fascination with celebrities is associated with their earnings and social status. Additionally, American fascination with
In the next paragraph, the paper reviews grounds for celebrity fame.
Study reveals that celebrities are fame because they use marketing strategies just like procedures use by firms to market their products. An individual who would want to be famous
There are others who argue that some people are just lucky to be born with precise talents and abilities. If my opinion counts, I believe that one can achieve the required skills and talent by working harder to become successful in what they want to be.
This essay discovers the Modernism era and Fashion and Celebrities in this context. The reverse line of stitching, asymmetric silhouette along with combining the up to date state-of-art technology to generate anything that is not the run of the mill. It can be termed as it incarnates by the fashion designs of Paul Poiret, Coco Chanel.
The rise of consumerism can greatly be dependent on the endorsement of celebrities through numerous advertisement techniques. In so doing, celebrities create ideological frameworks in the society and influence to conform to set ideologies. Thus, they act as socialization agents through which people identify themselves with.
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