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This stands true for classic forms of
celebrities such as actors like Shah Rukh Khan, 
models like Milan Somen, Sports athletes like Dhoni  and entertainers like  Karan Johar but also for less obvious groups
such as businessmen like the Ambani’s  or
politicians like Rahul Gandhi.In India especially, it is not difficult to find
motives for the increasing use if celebrities in advertisements as Indians have
always been in awe of the stars of the celluloid world and want to become one.
Indeed, some people are seen to admire, imitate, and become besotted with their
favorite celebrities, which forms the crux for the celebrity endorsement being
quite a sought after advertisement technique.(McCutcheon 2003)  

A person who enjoys public recognition from
a large share of a certain group of people and uses this recognition on behalf
of a consumer good by appearing with it in advertisements is known as a
celebrity. (McCracken 1989) .They are known to the public for their
accomplishments in areas where they specialize,other than the product endorsed
by them.  

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Celebrities influence on consumers appears
to be larger than ever before. (Alperstein 1991)  

?Traditional celebrity endorsements are as
well established as the concept of celebrity itself.?(Anonymous, 2007) 

Very often, various advertising styles are
used by advertisers to influence consumer brand choice behavior and among these
different available choices one very popular choice is Celebrity Endorsements.
(Alsmadi 2006) 

In this age of the millennials, people tend
to ignore all commercials and advertisements while flipping through the
magazines and newspapers or viewing TV by changing channels during intervals or
even skipping advertisement in social media platform. But even then, the persona
of a celebrity rarely goes unnoticed. Thus, celebrity endorsement in
advertisement and its impact on the overall brand perception is of great
significance. In this process, the companies give contracts to celebrities from
a particular field (mostly film stars/sports star) to feature in its
advertisement campaigns. The promotional features and images of the product are
matched with the celebrity image his or her lifestyle, which tends to persuade
a consumer to fix up his choice from a variety of brands. Is this the only way
to differentiate Brand?

Everyday consumers are exposed to millions
of videos text and images in magazines, newspapers and on billboards, websites,
radio, blog and television. Every brand wants at least a fraction of a person’s
attention to inform him or her of the amazing offerings and different
attributes of the product at hand. The challenge of the marketer is to find a
formula that will hold the end consumers attention so that they are able to
convey their product/services. In helping to achieve this, celebrity endorsements
is a widely used marketing strategy.  In
this report we will try and analyze it as a successful formula or just waste of
valuable resources of companies which are scarce in this competitive environment.

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