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advertising concepts and theories
History , purpose and techniques of advertising
Theoretical framework and types of Advertising
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INTRODUCTION
According to the Economic Times, advertisement is a way to communicate with the users of a specific product or service. In a simpler way, advertisement is a message that has been paid for the intention to inform and influence those who receive it.
Nowadays, advertisements are pretty much exist in many form at everywhere whether through print and broadcast as well as via online. There is no business that does not have marketing activities involving advertisements in the world today. The basic purpose of an advertisement being made is to sell a product or service to the potential customers.
However, there are also hidden purposes behind those advertisements. One of them are to maintain the image of the company that produces the advertisement as well as barring new competitions to take over the monopoly of the company. Besides that, advertisement is also responsible to inform the customers about the changes in the product or service that is being advertised while at the same time to ensure that the customer would still buy the product or service despite the changes that are being made.
One of the most effective ways to promote a brand of a product or service is through endorsement. Marketers use endorsers to promote their brand as it is reachable to many and the level of influence of the people to be the brand’s customers is much likely to be high.
THE ROLE OF ENDORSERS IN ADVERTISING
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.
The reason behind these types ...
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...The effective celebrity endorsers that have been chosen are Emma Stone for Revlon and 50 Cent for VitaminWater. The first celebrity endorser which is Emma Stone is an actress who is achieving the status of one of the popular female star in Hollywood today. Her partnership with Revlon which is a well -known cosmetic brand started at the year 2012. Her endorsement for Revlon is mostly of its lipsticks collection. Being the best dressed in Vanity Fair magazine and one of the 2013 most beautiful for Peoples magazine, Emma is considered to be one of the best endorsers that is apt for the brand in the concept of attractiveness, expertise and trustworthiness.
In the aspect of attractiveness, Emma is the right face for Revlon as she is a familiar face to everyone and is one of the popular young actresses which make her to be eligible for being the endorser for Revlon.
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
Advertisers use this technique to say that the company is more honest, credible, and even reliable so the consumers should purchase whatever they are selling. When a celebrity chooses to endorse a product, it leads the consumers to believe this product is more reliable. For instance, Drake, a well-known hip-hop artist drinks endorses Sprite. This makes the audience view Sprite as a hip drink and if Drake likes it, it must be good (Ethos, Pathos, and Logos - Rhetoric and Advertising, n.d.). A sufficient way to use ethos is by utilizing an expert to enhance credibility, such as using a dentist to promote a toothpaste. The audience begins to trust the brand because they trust the statement of a dentist (Ethos, Pathos, and Logos - Rhetoric and Advertising, n.d.).
Celebrity Branding have started from the mid 1800’s where patent medicines endorsed queens and popes. Although times have changed, companies follow the same concepts from the past. Benefits of using celebrities is that it can attract the customers. The professor of marketing at University of Bath, Brett Martin says that “Celebrities has the power to grab people’s attention especially in media environment.” So, when celebrities endorse products, it creates a positive effect of the brand. Like Selena Gomez, customers would consider the qualities of Selena Gomez with the Pantene.
According to business dictionary, brand is defined as a unique design, sign, symbols, words or a combination of all of these, to creating an image that identifies a product and to distinguish it from its competitors. A celebrity is known as a famous people or well-known people in certain perspective of field. In detail, celebrities are the people who enjoy high degree of public recognition and awareness by a large share of a certain group of people (Prof. Dr. G. L. Pedhiwal, 2011). According to Kurzman et al, (2007), celebrity is an omnipresent feature of society, blazing lasting impressions in the memories of all who cross its path. The use of celebrities to advertise the company products as to increase sales and recall the value of a brand is known as celebrity endorsement. McCracken (1989) defines celebrity endorser as any people who enjoy public recognition and who used his or her recognition on behalf of a consumer good by appearing with it in an advertisement (MarComs). The presence of celebrity can affect and influence consumer buying behavior positively (McCracken, 1989). Cel...
According to Ahmed & Talaat (2009), advertising is a way to introduce new products or new idea to mass audiences. Successful Internet advertisement is a powerful tool to communicate with young generations and can guide their attitudes. Advertisement can create trend and influence general thinking of the public. They suggested that advertisement is an influential way in communicating to public about corporate branding and product positioning as it can change people perception and attitude towards the brand and the company.
From the research, it can be concluded that celebrity endorsements have the power to impact the dales and customer base of a product to a great extent. If a company plays its cards right and employees the right type of celebrity, depending on their popularity or field of expertise and fame, they can enable a company to increase their sales instantaneously. Celebrity endorsements help to establish trust in the minds of their viewers, which is the main tool that aids in impacting loyalty and
In this discussion I will answer the question that was posed in chapter 15, how can New Balance utilize endorsements to support this sales efforts? In Case Study 18-1 NB is trying to innovate how to sell their new trend of show that is fairly new (Masteralexis, L. P., Barr, C. A., & Hums, M. A. (2015) PG.484). The Vibram FiveFingers concept is a shoe that has about 10 millimeters of cushion at the bottom of the shoe, but the shoe is designed to fit all five toes of the foot and is very light weight (Masteralexis, L. P., Barr, C. A., & Hums, M. A. (2015) PG.484). NB is branded for selling shoes that steer more to cushion rather than fashion. While their competitor Nike focus more on fashion, NB was able to get ahead in sales but doing the opposite of Nike. This new style of shoe can be pushed and sole by endorsements. In a society where is driven by the media, and social outlets I am positive that the right endorsements will help support their sales effort. In particular
Endorsements are a manifestation of promoting that uses well known identities or big names who summon a high level of recognition, trust, and appreciation or mindfulness among the people. Such individuals promote for an item loaning their names or pictures to advertise an item or organization. Sponsors and customers trust such support, or underwriting by a celebrity, will impact purchasers positively. There are many risks in using celebrity endorsements but group research for Nike has proven that the rewards outweigh the risks. This type of advertising connects more with the people that the company is selling to. Ordinary people won’t have much of an impact on a product. Celebrities are famous and people admire them. These ads will work well for aspiration of a brand. Therefore the more famous the endorser, the more expensive the product will be.
Advertising is “the act or practice of calling public attention to one’s product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.” Advertising is used by many different types of people. Local businesses, major corporations, non-profit organizations, politicians, etc. It is something that can get a product, service, or topic talked about. It helps educate consumers on different products that they may have been shopping for. Ads can help a consumer begin to see the differences between a product. In other ways, it can be the start of a cultural change, positive or negative. Advertisements try to spark something in the viewer, using emotional branding. This is when
A product that is endorsed by celebrities or a sports figure provokes the audience to identify with that person’s success. Advertisers many often select celebrities to sell products, there may be little published evidence of the impact of celebrity endorsement on the actual purchasing aspect of advertisements, unless the celebrity is believed to be qualified to promote that certain product. Some celebrities endorse more than one product, this may cause many problems for sponsors or even the manufacturers. There has been researching that proves that as the number of products endorsed by a celebrity increased, rating of the celebrity’s credibility decreases a significant amount. Consumer’s attitudes toward the ads became less favorable.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertisement is a type of marketing communication used to attract or encourage an audience to take or continue some action. Usually advertisement contains commercial offering, or conscious messages and information. Advertisements have ancient history. In early ages Egyptians used papyrus to make sales messages and wall posters. Later commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Advertisements became hugely popular when it as carried over to commercial television in the late 1940s and early 1950s (Campbell and Thomas, 2014).
Influencer Marketing, also known as "word of mouth", is the process of brands getting their message out through people who are influential to their target market.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.
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...