The Effectiveness of a Celebrity Spokesperson in...

Many marketing companies have realized the importance of celebrity’s endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with â€Å"Celebrity Equality†. The awareness and association celebrities portray to consumer firm’s hope this branding transfer to the product they are selling. When corporations endorse a celebrity, they are taking on the possibility and risk of that the spokesperson may become involved in events that can have deleterious effects on the company and the product, they are advertising. â€Å"They’re human. When you sign on to a celebrity, you sign on to the whole package –the good, the bad, and the ugly† (L, Therese, K, Robert J, Robert, 2001). Throughout my paper, I†¦show more content†¦Marketers recognize the celebritys influence the message â€Å"the brand† the companies are trying to convey over to the consumer and their similarity. The marke ter also recognized consumer’s information input from the communicator â€Å"the celebrity†, whom they may have similar goals, interest or lifestyle with other than with a person they cannot relate. In addition, a celebrity is capable of transferring their image to the product the company is advertising. â€Å"Company have taken this opportunity into account and tries through using it as an advertising tool, to gain a high brand exposure, attention, interest, desire, and action(D, Chaboet, et al., 2005). The effectiveness of celebrity advertisement taps into consumer interest. Factors associated with celebrity effectiveness are creditability, knowledge, and trustworthiness and appearance. The creditability and effectiveness of the message depend on expertness and trustworthiness. A celebrity with a higher creditability is more effective than a less creditable message. â€Å"Advertiser will opt to use celebrities if they think they have a high level of creditability† (M, Mohan, et al., 2005). Celebrity’s knowledge and expertise of the brand play an important role on the valid assertions of the product. Majority of companies uses an expert spokespersonShow MoreRelatedAdvertising and Big Beer Ad Essay727 Words   |  3 Pagesfactors are perceived intention of source, correct use of celebrity endorsements and the appropriateness of the spokesperson with the content of the message. 2. What are the implications of the sleeper effect for the selection of spokespeople and the scheduling of advertising messages? The sleeper effect is the tendency for persuasive communication to lose the impact of source credibility over time. In terms of choice for a spokesperson, it is a good idea to select a controversial and famousRead MoreAdvertising and Promtion: The Effectiveness of a Spokesperson1810 Words   |  8 Pagesimportance of celebrity endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with â€Å"Celebrity Equality†. The awareness and association celebrities portray firm’s hope this branding transfers to the product they are selling. When corporation sign on a celebrity, they are taking on the possibility and risk of the spokesperson may become involved in events that can have deleterious effects on the spokesperson company and the product their advertising. â€Å"They’reRead More Shire Essay1273 Words   |  6 Pagesnbsp;nbsp;nbsp;nbsp;nbsp;The main goal of advertising is to motivate or persuade people to buy a pa rticular product or service, and among the media used to accomplish this are; radio, television, newspapers, and most importantly, magazines. 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There are four main parts need to be emphasis, first is the history and background, second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively, The Meaning TransferRead MoreEffective Use of Celebrity Endorsement as an Advertising Strategy2892 Words   |  12 Pagesunderstanding of effective use of celebrity endorsement as an advertising strategy. The types of sources covered when conducting this research included journals, articles, books and dissertation which relevant to the celebrity endorsement. There are four main parts need to b e emphasis, first is the history and background, second is evaluation of three theories model; which consists of TEARS model shows celebrity play an important role in facilitating advertising effectively, The Meaning TransferRead MoreChapter Two : Literature Review3209 Words   |  13 PagesChapter Two: Literature Review 2.1 Overview The term brand equity refers to the incremental value added by a brand name to a product (Pappu et al., 2011, cited in Farquhar, 1989). Celebrity Endorsements could be when there were consumer attachments to the popular figure who, which represented the products or services of the brands. Brands are popularised by different marketing techniques that navigate how the brand accumulates loyalty and trust amongst its consumer market (Chaudhuri Holbrook,