INTRODUCTION
Endorsement is a public statement that made by a celebrity or a well-known public figure to form a testimonial that indicates the interest of public and product approval. Basically, it is a form of advertising for companies to promote their products. It is also to extoll the virtues of one product and to suggest its benefit to the public. Product endorsement is considered as one of the most effective marketing tool which benefits the key element in business advertising and marketing campaigns.
Advantages of Endorsement
When the blast of brands in every product group has certainly given customers an outstanding variety of selections to choose from, it has nevertheless completed the steps of decision-making itself extremely challenging and exhausting. Once choices are limited, consumers have a similarly barrier amount to compare and differentiate before making any decision. But, when choices become limitless, consumers put themselves in high-involvement behaviour which means spend more of their time educating themselves about the available options, and then do their own search for testimonials from customers who have used those products before they reach their consideration set.
Endorsements work because it makes the process of decision-making much easier for the customers. Other than that, endorsements also benefit organizations an extra layer of publicizing the brand to the customer with an additional assistance of a third-party authorization. When such authorization comes from a well-known person, not only does the level of consumer assurance in the brand rise up but the brand optimal decision also help to ease the customers. Endorsement also can be seen as an act of supporting...
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...CLUSION
The most important matter in celebrity endorsement is to pick the right endorser and the right match for the product or service. There are two different types for choosing celebrity endorsers who match with these different target audiences. The first option is to pick an endorser who matches both demographics groups at the same time. The second option is to choose two endorsers and use them in separate branding campaigns, either simultaneously or at different seasons. Other than that, organization needs to really study and do research about the celebrity based on their reputation, overall image, experiences and see whether they have any controversies that will risk their organization reputation and image. Besides that, they need to have a good confidence and communication skills in order to sell the product and to convince the consumers.
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
Every day people flip through magazines. Some read every page to enhance their knowledge of the surrounding world, while others are just going through looking at the ads. Many do not think twice about what is being said or expressed through the words and pictures. If people did, however, they would see the truth. We tend to base our product purchases on one simple idea: company advertisements and how they persuade us into buying their products.
Celebrities are often used to endorse products for businesses to increase profits. Sue Jozui in her passage, explains that she believes using celebrities in advertisements is insulting to the buyer, and this action should be boycotted. The author supports her argument by first defining what using celebrities does to the consumer and how it portrays the consumer to be. She continues by stating that legislative rules should be enforced. The authors purpose is to convince the government and businesses to stop this action so that people aren't being persuaded to buy products just because a celebrity is advertising it. The author establishes a serious tone for all consumers that also support her claim. Jozui’s allegations of celebrities endorsing
Due to the ever-increasing number of brands, and the way people associate products with their lives, several authors have discussed the controversy of manipulation of advertisements, the way Daniel Harris always thought that consumers are irrational, manufacturers are controlling them in his book “Cute, Quaint, Hungry and Romantic”
The Oxford English Dictionary defines a celebrity as a “celebrated person,” “much extolled or talked about [OED, 2014].” Wikipedia defines a celebrity as “a person who commands a significant degree of public attention [accessed May 9th, 2014]” However, these definitions are less than complete, as we don’t usually call Adolf Hitler a celebrity even though he still, to this day, is much talked about and commands public attention from the grave; the same could be said of Osama bin Laden, or Joseph Kony. A response, of course, is that even though these are commonly talked about, they are not, as the O.E.D. says, “extolled” or “celebrated.” Yet, are extolled or celebrated people actually considered celebrities, and are the people we call celebrities actually extolled and praised? Albert Einstein or the Dalai Lama are celebrated and praised, but it is unclear if they can be classified as celebrities. One thing is clear, however; celebrities are an ingrained part of our cultural discourse and day to day lives. Celebrity chefs are printed on condiment labels, celebrity actors and singers are constantly visible in daily life, and even celebrity doctors tell us how to live via daytime television. Who are these celebrities? Why (and how) do people become celebrities, and what function do they play in society (if any)? An exploration of such an integral part of our culture, will likely reveal much about ourselves as cultural participants.
He has worked with numerous of the Fortune Global 500 companies as a brand building expert. He has truly mastered consumers’ deepest desires by exploit hot spots in the human brains to compel them to purchase blindly and willingly. As a result, Martin has successfully help launched new products and brands. Martin created this book during the worst economic crisis since the Great Depression. Martin’s main purpose of this book was not getting us to stop purchasing, as that is nearly impossible. “The purpose is to educate and empower you to make smarter, sounder, more informed decisions about what we’re buying and why” (Lindstorm 8). By exposing marketing companies tricks and tactics, consumers would be equipped to battle the war on impulse purchasing in a time of
The culture that is prevalent in America is saturated with the commercials, images, and plugs for almost every consumer good available. It is so ingrained in to our culture that it often goes unnoticed by the conscious mind; that is not necessarily a good thing though, as that is one of the ways advertisers target consumers. Even the music industry has cashed in on the product placement with brand names embedded in songs, or even songs designed completely around getting a consumer to purchase specific products or brands. Music videos that are displayed on stations such as MTV and BET depict situations most people would love to be in, and in those images there are specific brands of goods that people assume will lead them to a life such as that one. Every day consumers are bombarded with almost fifteen minutes of commercial, program promos, and public service announcements, per one hour of network television. In addition they are subjected to almost eleven minutes of product placement (Campbell, Martin, & Fabos, 2013, pg. 321). With such an aggressive marketing strategy, almost half of the time spent watching popular programming is in fact some sort of product advertisement.
It can consist of a product being endorsed by peers or even celebrities. In short, this means if such people like a particular product, then it must be a good product. It can carry weight and persuade a particular audience this it is a product or service is of high quality.
In dealing with New Balance’s weakness in the area of marketing it would be beneficial for the company to find a celebrity to endorse their product line. New Balance has always been against celebrity endorsements which emphasize fashion trends and sway potential customers more by popular personalities than by performance and function. This has severely limited the company’s ability to reach the same kind of global awareness as its competitors. New Balance should find a serious, yet well known athlete who holds to the same kind of ideals as the company, to endorse their brand. This will create the type of brand recognition that they need in order to stay competitive.
Embedded marketing, or product placement, is a form of advertising that integrates the product in a non-commercial environment such as movies and TV shows. Product placement is not a new trend; it has been in place since early years of the movie industry. However, it began to spread in the 1930s when the company of Owl Cigars invested in the movie “Scarface” an amount of $250,000 to place their product in the movie (Lindstorm, 2008). It has been argued that product placement can benefit the sales of both the movie and the product. However, others disagree saying that its adverse effects outweigh its positive ones, as it may have a negative impact on the content of the movie in which the product has been placed, the sales of the product and on the ethical level.
The concept of product placement describes the advertisement or publicity of a branded product or brand itself through various mediums. Product placement is often presented in mediums such as movies, television series, music videos, and song lyrics. Research and studies have also demonstrated that product placement in movies has been around for many decades going back to the 1910s and even the 1890s, so it is nothing new. However, product placement was not displayed as often in movies during the 1950s and 1960s, as product placement was more recurrent on television series. However, this changed during the 1980s as this was the decade that product placement in movies began to increase rapidly. E.T. is a prime example of how
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
Although a consumer may love a brand he/she is weary of the message distributed by them. However, posts created by influencers, even when #ad #sponsored is included, aren 't scrutinized to that level and are seen as more organic. Based on this, today 's consumers turn to their peers for recommendations and never buy before doing their research. Don 't believe me?
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
Endorsement is a form of advertising of a certain product or service where famous personalities or celebrities who gain a high recognition among the people are being used to promote the product or service. The images of these endorsers are the influence that will make the customers to buy.