Customers will start to focus on the celebrity rather than the product. In —s trade cards were introduced, this is where there would be a picture of a celebrity with a photo of the product. The post scored more than one million likes in the first two hours it was posted.
Companies who use Instagram as a form of digital communication include, high fashion brands such as Christian Louboutin and Chanel.
They developed a surprising live experience in collaboration Effect of celebrity endorsements on brands marketing essay the singer Jessie J, who boarded contest winners on a bus and performed her famous hits for an hour and a half. Known for her youthful complexion, she has been endorsing Smart Water since Furthermore, in the late s, celebrity endorsements came to another level, instead of images of them promoting a brand, companies started to hold press conferences with the celebrity announcing special deals, this meant celebrities had now become a spokesman for the firm.
Celebrities have been endorsing products and services of businesses on television and print media for decades. Therefore, ethically they are trusting the brand and showing potential consumers the effects of the product and making the advertisement more believable.
For example, in recent news the global Tennis star Maria Sharapova who has been a role model and highest paid female athlete "Maria Sharapova: Businesses need to outweigh the pros and cons and decide whether they are prepared to take the risk.
The more attractive a celebrity is, the more effective the endorsement will be. In some cases, there is no connection between the product and the celebrity, which can become an effective or a defective result due to the position and relevance of the product.
Awareness Advertising that features a celebrity creates attention and generates awareness of the product. A bad celebrity image change, changes the brands image and can cause a drop in popularity, losing consumers and credibility of the brand.
Having photos taken of the celebrities at the event makes the viewers associate them with them supporting the brand, making the viewer associate a positive connection. Are there better alternatives? Celebrities provide much more than entertainment. An example of this is Nike, prior to Michael Jordan Nike mostly sponsored tennis and track athletes and decided to expand their market, which increased sales to become a multibillion-dollar company.
Because many consumers are interested in celebrity activities, they are more likely to notice your product when a famous person professes to like and use it. Brand alliance[ edit ] The brand alliance is a business strategy that can involve the intentional process of associating two or more established brand names in a specific attempt to attract attention from consumers and thus increase the chances of earning additional sales for all the businesses involved.
Using celebrity branding, can create a personality transfer where the brand inherits the personality of the celebrity. This could cause followers of the celebrity to be doubtful of them, not just the brand.
As more companies got their celebrity ambassador to hold press conferences and announce special deals, sales for the brands were increasing immensely and more deals were introduced to the market.
These celebrity endorsements result in beneficial results for the product or brand. Some brands also use it to re brand as their image as before it might not have had a strong brand image that saw it in a positive light. It also helps the brand to stand out over a brand that does not use celebrity branding.
If the brand does something deemed unacceptable by consumers, the celebrity can also be seen in this light. Marketing values have changed throughout the years as well. This makes consumers associate the celebrity with lots of brands, rather than one distinct one making their association with the brand not as strong and compelling.
Since the brand is being associated with a celebrity, everything they do will be associated with the brand.
With the future being so unexpected, using a celebrity to endorse a product and business could bring huge positives or could have immensely damaging effects but there is no way of predicting which outcome the business will get. It has been said that "If consumers find a particular spokesman annoying or untrustworthy, they are less likely to accept what this source has to say She was paid millions to promote the carbonated drink, which outraged health advocacy groups.
A local football player endorsing your veterinary practice might not draw much interest, unless he is known for loving animals. The ads were rolled out via Instagram, which sure was a canny move since Gomez is the most-followed person on Instagram with a huge, global fan following.
Celebrities can be overexposed. Some singers, models and film stars have at least one licensed product or service which bears their name. InBAT analyzed social media endorsements against comparable social media advertisements that did not feature any celebrities and found that endorsed messages gave performance rates huge lifts:Effect Of Celebrity Based Advertisements Marketing Essay.
Research Project presented to. MPSTME, NMIMS. In Partial Requirement of the Fulfillment of the Degree MBA(Tech). Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters.
Celebrity endorsements can affect sales positively or negatively. "The Effect of Celebrities in Advertisements." Examples of Strategies That Conform to the Marketing Regulatory Environment. Keywords: celebrity endorsement essay, brand endorsement impact In today's world, an average consumer is bombarded with marketing communication tools like images in newspapers and magazines; they also see and hear advertisements on a number of billboards, television shows, radio programs, internet banners and many other forms of.
What can brands do to meet the expectations of customers who are now more aware than ever? Impact of Celebrity Endorsement on Consumer Buying Behavior.
Jennifer Aniston is another celebrity with “star power” as she tops the list of celebrity endorsements. Known for her youthful complexion, she has been endorsing Smart.
Jul 20, · How Brands Should Use Celebrities For Endorsements It's not a new idea in marketing; celebrity endorsements sell products. "endorsements are a powerful and useful tool that magnifies the.Download