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 Example Consumers 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 such as radio and television. The use 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 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 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 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 countries 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 bra nd 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 Significance 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 defined as "any individual who enjoys

Preschooler observation Essay Example | Topics and Well Written Essays - 500 words

Preschooler observation - Essay Example Among his fellows he was looking aggressive and a bit ailing (Berger, p.210-212). The three were standing in a row while about four or five children were motivating them to start the race. One of them count up to three and the race begun. Jacob fell to the ground and lost the race, but his reaction was very unnatural. He started crying and called himself a loser who cannot win anything. I approached him and asked why he is crying? He replied quickly that I am a loser because I didnt win the race and I never wins, furthermore, that "all my mates think I am a loser in light of the fact that I always cry. They make fun of me for my crying." I attempted to console him and let him know I did not think he was a loser. He was just assuming himself a loser on the basis of his past experiences but have no logical understanding (Berger, p. 182). I told him that his friends were playing with colorful cards while he was trying to climb rings. This made him tired while his fellows were relaxed and full of energy. Some of his friends called him to play with them, but he refused and remained crying. I tried to convince him that his friends are still eager to play with him because for them he is their friend not a loser. He was hard to convince because at the time he was relating many other things to his failure, perhaps the behavior of his parents, siblings and caregivers (Berger, p. 216). His attitude made me think about his family and I assumed that he is from a family where his parents are too busy to spend time with him and his elder siblings may tease him and discourage him in doing things. Jacob’s social and emotional behavior was influenced by his fellows at the center. His fellows won the race and this made him cry and aggressive that why he didn’t win the race. His stressed reaction showed that he never got encouragement from others, hence he strongly believed that he cannot win as he has no traits of winners. At this age group, children are open to