Advertising: The Credibility Of A Celebrity Ad

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EFFECTIVENESS OF ENDORSEMENT ADVERTISING
Credibility of Celebrity
Credibility of the endorser can be deduced from his or her expertness and reliability. Facts provided by a credible celebrity can impact the behavior and trust of consumers. This is called internalization which involves integrating an external stimulus into one's personal beliefs. So, if the consumers think of celebrity endorsers to be worth their trust and knowledgeable in a particular field, there's a high probability that the possible customers turn out to be the actual customers. Trust of consumers can be earned through TV or sports stars related to the product, but my times the celebrities who have no link with the brand also endorse them which is called a credibility gap. …show more content…

Individuals have a tendency of developing positive images of those celebrities who look attractive and using celebrities is more fruitful in transforming the beliefs of people. Marketers use the celebrities with attractive appearances for getting admiration. However it is debated that the effectiveness of an ad is based on likeness and familiarity of the endorsing person. Being attractive doesn't only include physical attractiveness, it's also consists of many other qualities people may think of like intelligence, persona, way of life etc. If the celebrity is physically attractive, the process of marketing communication becomes more effective. (Sudhakar & Malik, …show more content…

Match up congruence is dependent on the level of similarity between the image of the product and the celebrity. A lot of authors have figured out the differences among excessive and minimal congruence of celebrity endorser and brand image. Moreover it was discovered that the ads where celebrity and the product have excessive match up congruence results in earning higher trust of the consumers as compared to the ads where match up congruence is minimal. Choosing the appropriate and suitable celebrity relates to the concept of social adaption. According to this concept if the incoming message is conformable, it will be more influential. Shoppers have a belief in the match between the public image of the show business star and the products being endorsed by them. Purchase behavior of consumers can be impacted easily thorough match up congruence strategy in case of low involvement products so celebrities should be carefully screened at the time of hiring. (Sudhakar & Malik,

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