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

An Enquiry into The Efficiency of Celebrity Endorsement As A Marketing Communication Strategy In Modern Day Society - Dissertation ExampleConsumers are bombarded with advertisements featuring popular celebrities from various 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 television. The implement of celebrities for advertising has existed historically, but the trend has caught momentum and the use of celebrities for endorsing brands has increased substantially over the recent decades and is k nown to have a substantial and positive impact on a companies profitability (Erdogan, 2001). According to Shimp (2000) maven 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 randomness about their products to their target audience, by highlighting various attributes of their brand and associating the same with a popular celebrity. This paper aims to analyze, and understand the effectiveness 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 rise in the trend, where celebrities began to consent to associate degree with certain brands (Thompson, 1978). With the expansion of film industry and a simultaneous growth 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 count ries across the globe. In UK for instance, according to a report published in a magazine (Marketing, 1996) the brands which featured celebrities as their key endorsers were quick to grab national headlines and gain instant popularity. The success of use of celebrities as brand ambassadors could be established from the fact that the amount offered to them crossed over one billion dollars. Such an offer was made mostly to athletes, owing to their fame and popularity among the consumers. Celebrity Endorsers Meaning, Relevance and substance It is common knowledge now, that most of the retail advertisements today feature celebrities (White et al., 2009). The term 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 delimitate as any individual who enjoys