Celebrity EndorsementTable of Contents1. Who Is A Celebrity? 2. Types Of Celebrity Endorsement 2.1 Testimonial 2.2 Endorsement 2.3 Actor 2.4 Spokesperson 3. Why Do Companies Use Celebrity Endorsement In Advertising 3.1 Effects of Celebrity Endorsement on Consumer Attitude 3.1.1 Source Credibility Model 3.1.2 Source Attractiveness Model 3.2 Effect Of Celebrity Endorsement On Brand 3.2.1 Brand Equity 3.2.2 Meaning Transfer Model 3.2.3 Multiple Brand And Celebrity Endorsement 4. Merits Of Celebrity Endorsement In Advertising 5. Risks Of Celebrity Endorsement In Advertising 6. Limitations Of Celebrity Endorsement In Advertising 7. How To Use Celebrity Endorsement In Advertising Effectively Bibliography 1. Who Is A Celebrity?Celebrity is a person who enjoys public recognition by a large share of a certain group of people (Oyeniyi, 2014). Some examples and common characteristics that a celebrity has are attributes like extraordinary lifestyle and attractiveness. Celebrity generally has a high degree of public awareness and often differs from the social norm. According to Friedman and Friedman (1979), celebrity is an individual who is known to the public for his or her achievements in areas other than of the product class endorsed.
Celebrity endorser is defined as “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. Celebrity endorser is useful because when a celebrity is depicted in advertisement or other form of marketing communications, that celebrity brings his or her own culturally related meanings to the advertisement irrespective of the required promotional role” (McCracken, 1989).2. Types Of Celebrity EndorsementEndorsement is a form of marketing communication tool whereby a celebrity act as a brand’s spokesperson to advertise a product or service. One of the common ways for celebrity to certify a brand’s claim and position is by extending his or her popularity, personality and expertise in the field to the brand. Celebrity endorsement also provides a distinct differentiation in a market with a very high proliferation of local, regional and international brands (Martin Roll, 2006).
A good example is the recent adoption of ‘The Brand’ in the US. The brand, which is being marketed to young people (typically men) by influencers such as Oprah, the Kardashians and MOHAMMOO, is using Celebrity Endorsement to promote the new generation of successful people of social status, wealth and achievements (Kris, 2006). More recently, celebrity endorsement has emerged in countries throughout the globe through the ‘branding strategy of the next generation of young people’ (Kris, 2006) and many brands are utilizing the brand to promote their brand as well as its own success (Kimz, 2008).3. Marketing Deception (Cereal) Marketing means using words in a media setting in a manner that evokes an external audience’s opinion about the subject of the marketing material, without using a media audience’s knowledge or judgment. Many brands use various marketing techniques that are not based on any actual information provided to them by the public, but rather are based on a media perception that is based on popularization of the same image on a specific social media platform, usually via a website, web site, social network or mobile device. A website, website design, image or video, for example, must portray the same image in the original graphic, in a context where appropriate by the user or by the users and are available for use only in relevant media. Many other brands can utilize a brand such as the ‘Brand Manager’ (Kimz, 2008). These techniques, particularly in the domain of personal branding, can include incorporating information about the image as well as images from personal advertisements that are designed within the domain. A brand can also utilize various marketing techniques that are not based on any actual information provided to it by the public for which it is promoting the brand, such as “liking” websites, web sites, social networks or other services, or using the image using other methods, such as social messaging and messaging.
Although an industry body is created from a diverse range of stakeholders, it may have a wide range of needs which vary from one industry to another. For example, to gain a broad understanding of a brand’s performance, the agency must be able to identify what the industry is doing, what brands are doing and why. The ‘brand’ agency must also be able to address other issues or stakeholders which may be required to meet the needs and expectations of the industry.
In many instances, an industry body does not have a complete picture of how a brand performs (Kris, 2008). Consequently, some individuals may not necessarily know that other industry bodies are doing their job. This can result in misleading claims, especially for the individual who performs the marketing, even in a context in which they are the most important component to the consumer’s purchasing decisions. In any case, for the following examples, a consumer must either be able to determine the facts to which the marketing body refers, or do what the agency has determined with the help of certain information available by the agency (i.e., using a smartphone or other computer).
The term ‘brand’ is referred to as a marketing agency or agency, and the agencies must be identified in clear and concise manner through use of common-sense professional judgment or communication with the consumer. Since the agency may not have complete information, for example, the agency may not know which brand the consumer is signing up for based on the data they see and are able to use, that is why the agency should contact all parties for information regarding which agency the consumer is signing up for. In many cases, the agency has made the decision to provide the information, that is, an acceptable value at the time, for use only by the consumer. If the agency wants to determine the data collection and distribution processes that lead to the identification of a brand, then the agency must ensure that the information