Celebrities

Celebrities Essay example
Undergraduate
Essay
Marketing
Pages 4 (1004 words)
Download 0
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…

Introduction

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. ...
Download paper
Not exactly what you need?

Related papers

Real Choices at True Religion Jeans
Denim is a huge industry with a very few entry barriers but an extensive and aggressive competition exists within the industry. An effective strategy is built on the basis of real choices and the SWOT analysis. True religion jeans have used a combination of both and have achieved success over the years. True Religion Jeans entered the market in 2002 and faced enormous competition. It used its…
Athletes and their Impacts on Endorsement of Sportswear
Others include prominent businessmen and politicians. Apart from their careers and appearances in events, celebrities act as spokesmen for different brands in their promotion (Kambitsis et al. 2002, p. 160). This paper will analyze the effect of celebrity (athlete) endorsements in sportswear marketing on the consumer's perception of the product and overall purchasing decision. “A celebrity…
The Effect of Celebrity (Athlete) Endorsements in Sportswear Marketing on the Consumer's Perception of the Product
Resultant effect of endorsement is reflected on purchasing trends of consumers of that particular product. Sportswear could be clothing and also footwear which are worn for sports purposes and at times are used to indicate a kind of belongingness of the users. Consumers of sportswear use these products to send a message that they are supporters of a given celebrity or strong funs of Sports Company…
marketing@ psychology
The situation presents great market potential which is yet to be fully exploited. Consumers ought to have an easy time when looking out for information in addition to wise decision making as regards to online shopping. There are quite a number of online shops on the internet. This scenario presents varying alternatives for the consumer to choose from. Furthermore, the internet provides numerous…
Celebrity Endorsement
Indeed, trademark or brand name is a term that is used to define entities with unique credibility and attraction levels. They are used to drive marketing activities in various jurisdictions due to their influential nature. Companies prefer using strong brands names to endorse their product to improve sales units. The institutions use the trademarks due to the financial implications that arise from…
E-marketing Business Plan for GlassInfinity
With the unique nature of this product design, there is the further recognition that Glass Infinity must develop a strong e-marketing business plan. The following constitutes a strategic e-marketing plan to increase online sales, social media awareness, and online advertising reach. The first part of the advertising strategy aimed to increase the product’s social media awareness. While social…
Marketing
For this reason, brands must select celebrity endorsements very carefully because the expense needed for celebrity endorsement is large yet there are many risks involved simply due to the fact that a brand cannot control a celebrity's actions in either their professional or personal lives. For brands that are looking to be successful, the easiest way to do this is by associating the brand with a…