Saturday, May 18, 2019
When Celebrity Endorsement Succeeds
WHEN CELEBRITY ENDORSEMENT SUCCEEDS Celebrity authorization is defined as a form of brand or advertising campaign that involves a puff up kn feature person using their fame to help promote a product or service. The basic precept is quiet simple, people like celebrities, so if a renown likes a product people pull up stakes like it. According to industry sources, 20% of all television commercials features a famous person.I believe that celebrity mug is a good way for a company to promote its product through its consumers, celebrities have the appearance _or_ semblance in roughly one-fifth of ads, according to market researchers, and a single company like Nike expertness spend around half a billion dollars a year on endorsements . Celebrities greatly bring our consumer decisions in making purchases on certain(prenominal) products or brands. Advertisers have alship batchal found unique ways of getting the consumers attention, and elevating the status of a particular product.The Nike empire has many famous athletes sponsoring their product, such as Lebron James, troy weight Polamalu, and Tiger woods. These athletes are just some of hundreds that Nike has sponsored over the years. From their endorsements, consumers are constantly seeing the best sports players in the world using Nike equipment, shoes, or other Nike brand products. This in turn gives one the sense of Nike be the best, since the best professionals are using it. Thus making the consumer want to buy Nikes products.A nonher great example is, Gillettes Mach unification advertisement featuring Tiger Woods, Roger Federer, and Thierry Henry, combined all three of the best golf, tennis, and soccer players in its razor commercial. A sign of a celebrity is that his name is often worth more than his services. Daniel J Boorstin Also, in my own point of view, I dont think a bad celebrity endorsement that backfires can affect the consumer buying behaviour. According to Katyal. S (2011), Sainsburys enc ountered a problem with Catherine Zeta Jones, whom the company used for its formula advertisements, when she was caught shopping in Tesco.A similar case happened with Britney Spears who endorsed one cola brand and was repeatedly caught drinking other brand of cola on tape. I totally disagree with this claim, why will people not want to buy a recipe from Sainsbury because Catherina Zeta Jones was caught using a different product, are they trying to adduce she should only use the product she advertises on TV? And concerning Britney spears, is she only suppose to devote her life to coca plant cola brands only? Assuming she was thirsty for sprite of fanta, she should not drink it in public because she publicise for coca cola brand only.People dont really understand what consumer endorsement means, if a certain celebrity is used for a product, it means that product is good enough for everybody thats if you like the person creation used. Example, the Nike snicker being advertised by Lebron James, he is used because of his popularity and his athletic background which is a thriving one. They mean, if a person like Lebron can use their product, u can use it too. And its telling its customers that Lebron has approve the product top be a good one which is why he signed the endorsement contract.