Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
The impact of celebrity
The impact of celebrity
The impact of celebrity
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: The impact of celebrity
Many marketing companies have realized the importance of celebrity’s endorsement as a marketing communication tool. Corporations hire celebrities because they are individuals with “Celebrity Equality”. The awareness and association celebrities portray to consumer firm’s hope this branding transfer to the product they are selling. When corporations endorse a celebrity, they are taking on the possibility and risk of that the spokesperson may become involved in events that can have deleterious effects on the company and the product, they are advertising. “They’re human. When you sign on to a celebrity, you sign on to the whole package –the good, the bad, and the ugly” (L, Therese, & K, Robert & J, Robert, 2001). Throughout my paper, I will be using Tiger Wood as an example of the positive and negative effects of a celebrity as a spokesperson.
Celebrity advertising is no panacea for achieving attention and higher sales. Companies believe that the celebrity’s message, delivers a higher degree of appeal, and attention to consumers. Marketer’s claim that a celebrity creditability increase memory of the message and may provide a positive effect that could be generalized to the brand, states M. Mohan & B, Loue & R, Hudson. Firms have come to realize celebrity spokespersons like Tiger Wood have believability, purchase intentions and favorable effect on consumers. “The casual observer is somewhat inclined to believe that professional sport athletics are in greater demand as a celebrity product endorser” (S, George, J, Mathew & J, Jones, 2003).
These advertising strategies include sexual, chock, emotional, fear, and humor. Companies are seeking higher brand awareness and recognition to consumers from these appeals. Celebr...
... middle of paper ...
...appen to the endorsers of good products. Business and Economics, 12(1) 13-14. doi: 10.1023/A:1008159717925
M, Mohan, B, Louis., R, Hudson. (2005). Celebrity advertising: An Assessment of its Relative Effectiveness Retrieved from http://sbaer.uca.edu/research/sma/2001/04.pdf
Ross, M. (2009). Branding and Celebrity Endorsement. Venture Republic,
Retrieved from http://www.venturerepublic.com/resources/Branding_celebrities_brand_endorsements_brand_leadership.asp
Stone, G., Joseph, M., & Jones, M. (2003). An Exploratory Study on the Use of Sports Celebrities in Advertising: A Content Analysis, Sport Marketing Quarterly, 12(2), 96-97
Retrieved from http://business.nmsu.edu/~mhyman/M454_Articles/%28Celebrity%29%20Stone_SMQ_2003.pdf
Tedesco, R. (2007, September). Sacked. Promo Magazine, Retrieved from
http://promomagazine.com/eventmarketing/marketing_sacked/
Athletes are a big part of the business community. The media exposure athletes receives cause them to be perceived more as celebrities. It causes them to have a greater impact in the marketing and selling of products. For instance, the tremendous amount of media coverage that Michael Jordan received gave him a prominent role in the business world. Athletic companies and various kinds of businesses wanted him to endorse their products. Now, because of his Nike endorsement, the athletic apparel and shoe industries are a big part of the American economy. Through endorsements companies now look upon athletes to strengthen their products. In most cases, this method is usually successful. This gives an overall boost to the economy, hence fortifying athletes’ significance.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
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
Hyman, Michael R., and Sierra, Jeremy J. "Sport Celebrity Idolatry: A Problem?." B>Quest (2009): 1-7. Business Source Complete. Web. 15 Nov. 2013.
Over the last few decades celebrity and fame has changed dramatically, from Alexander the Great to Kim Kardashian. Talent and achievements no longer play a huge role when it comes to our celebrities. “Much modern celebrity seems the result of careful promotion or great good looks or something besides talent and achievement” (Epstein2) with that being said celebrity-creation has blossomed into an industry of its own. Keeping up with all the gossips from breaking up to hooking up, law suits and drama many might come to an agreement that celebrity culture is starting to be the great new art form in our new generation and that it ...
In the world of advertising, there are various appeals that can be used to describe one’s advertisement. For example, Snickers commercials are known for incorporating some kind of celebrity such as Betty White or Robin Williams. When considering Reese’s, a large majority of their commercials do not even have a single human-being present in them. When having celebrities in the commercial, it can aid in grabbing the attention of the audience in order to persuade them to make a purchase of that particular product. Another tactic that Snickers uses is the need for affiliation. The need for affiliation plays into the relationships of one’s life, whether it be a friendship, courtship, or just feeling as though you are a part of a larger group in general (Fowles 78). The Snicker’s commercials usually convey someone that is not at their normal standard and in order to fit back into their r...
During my C104 class, we had to research on Macy’s case to provide marketing strategy to promote their backstages. As an active member of my team, I recommend to apply celebrity endorsement to help Macy’s backstages gain more attention and market share. My idea was greatly appraised by our professor.
We are part of a generation that is obsessed with celebrity culture. Celebrities are distinctive. Media and consumers alike invented them to be a different race of super beings: flawless, divine and above all the real moral world. In a 1995 New York Times article “In contrast, 9 out of 10 of those polled could think of something
O’Sullivan, Geremiah. “The Social and Cultural Effects of Advertising.” N.p., n.d. Web. 14 Mar. 2014.
Sponsorship is a required element in a huge sporting event, such as the Olympics, as a large amount of funds is needed in order to prepare for the venues, materials and events, as well as to broadcast the Games on media. At the same time, the sponsoring companies can take the opportunities of being the supporters of an event to advertise their products and promote the positive values that represent their corporate social responsibility to the society. However, in a particular grand and well-known event like the Olympics, there can be questions raised about the relevance between some corporate sponsors and the values in sports. Dr. Susan Rose, a professor of marketing at Henley Business School, doubts McDonald’s, Cadbury, and Coca-Cola as being sponsors for the Olympics, as these brands own products that can be associated to obesity and tooth decay – the opposite of the values of health and sports (as cited in Smedley, 2012). Moreover, in order to directly promote their products, many companies choose to sponsor famous athletes whose characteristics and values best signify the features of the products; to successfully do so, mostly only well-known and charismatic athletes are selected. On the other hand, finance becomes an issue for less well-known athletes. Jordan Malone, an Olympic medalist in speed skating, reports that most athletes do not have full-time jobs due to huge devotion to training, and thus, have to rely on the fame that is gained through sport events, especially an event as renowned as the Olympics (as cited in Vasel, 2014). As a result, the athletes that are not signed for any brand contracts can have a difficult time trying to earn enough income. Furthermore, even for the all-star athletes: despite having contracts with the companies, those contracts can be canceled once the athletes have their reputation damaged, as
Like the pursuit of money, popularity and fame should not be synonymous with success. Monotonous advertisements that are ceaselessly presented to Americans have become imbedded into memory and habit,...
These advertising strategies include sexual, chock, emotional, fear, and humor. From these appeals, companies are seeking high brand awareness and brand recognition to consumers. When these appeals used to attract large ...
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005
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.