An Enquiry into The Efficiency of Celebrity Endorsement As A Marketing Dissertation

An Enquiry into The Efficiency of Celebrity Endorsement As A Marketing colloquy Strategy In Modern Day Society - Dissertation ExampleConsumers are bombarded with advertisements featuring popular celebrities from assorted fields, thus exposing them to thousands of attractive images and voices be it in print i.e. magazines, newspapers, billboards, or websites or through other audio-visual media much(prenominal) as radio and telecasting. The employ of celebrities for advertising has existed historically, but the trend has caught momentum and the use of celebrities for endorsing brands has increased intimately over the recent decades and is known to have a substantial and positive impact on a companies profitability (Erdogan, 2001). According to Shimp (2000) one out of four commercials on television on American television features a celebrity. The main aim of brands is to attract the attention of their prospective consumers and communicate information about their products to their localise audience, by highlighting various attributes of their brand and associating the same with a popular celebrity. This paper aims to analyze, and understand the strong point of the use of celebrities for brand endorsements as a marketing strategy. ... Figure 1 Royal Cocoa Advertisement, 1884 Although the use of celebrities was relatively less as compared to that witnessed in present times (Kaikati, 1987), as celebrities in those days were vary of associating with a brand and risking their credibility in the process. The late 1970s saw a sharp wage hike in the trend, where celebrities began to consent to associate with certain brands (Thompson, 1978). With the expansion of film industry and a simultaneous egress in the television sector, the number of celebrities rose substantially, and the avenues for advertisements too increased manifold, as the marketers now had an access to a wider variety of celebrities to choose from. The trend was similar in most of the countries a cross the globe. In UK for instance, according to a report published in a magazine (Marketing, 1996) the brands which featured celebrities as their key indorsers were quick to ginger snap national headlines and gain instant popularity. The success of use of celebrities as brand ambassadors could be established from the accompaniment that the amount offered to them crossed over one billion dollars. Such an offer was made mostly to athletes, owe to their fame and popularity among the consumers. Celebrity Endorsers Meaning, Relevance and Significance It is common knowledge now, that most of the retail advertisements today feature celebrities (White et al., 2009). The endpoint celebrity endorser includes all popular people from various fields such as films, sports, or artists and who have achieved significant success in their respective fields (James, 2004). According to McCracken (1989) the term celebrity endorser can be defined as any individual who enjoys