Table of Content * Abstract 2 Introduction 2 The factors and effectiveness of celebrity endorsement 4 Future Research 9 Conclusion 9 References 11 Abstract This study examines the effectiveness and factors of celebrity endorsement. It is to find how effective celebrities are in endorsing a product or a brand and how consumers are accepting the endorsers. How can celebrities influence the consumers to buy the product? 1.0 Introduction Celebrity endorsement has been enormously recognized in advertising campaigns among big companies (Slinker, 1984 cited in Roy, Jain and Rana, 2013). A Celebrity Endorser is a person who is well-known and respected by public and this reputation and influence is being utilized to endorse the product by multinational and also local companies (McCracken, 1989 cited in Roy, Jain and Rana, 2013).
Marketing Management & concept design-assignment 2 | Negative Effects of Celebrity Endorsement | Jeneef Joshua V.J-215111077 | | I MBA,2011-2013 | | Celebrity marketing has become a common affair in today’s breakneck competition. There has been a traditional belief that when a celebrity endorses a product or a brand, it tends to perform well in the market. In the next few pages I will be taking you through an analysis of how a celebrity’s endorsement affects a company’s market share and more importantly the negative side of celebrity endorsement. Celebrity endorsement is a key marketing strategy which is now widely adopted by many brands to gain a significant pie of the market. It has become one of the key marketing mix elements.
To begin with, celebrity is fame and public attention in media, usually applied to a person or group of people for example; footballer David Beckham is famous, not just for his sporting achievements but his fashion, product endorsements and his marriage to pop star Victoria Beckham. Teenagers are extremely fascinated with celebrity culture. In this age range, they are going through a
Jason Mraz: “Are You Prepared To Take a Dive Into the Deep End of My Head?” Jason Mraz’s Public Persona Breakdown As human cultures produce endless pictures, media has become the prime source for celebrities to define themselves and for fans to receive informations regarding their idols. In his book Celebrity and Powers: Fame in Contemporary Culture, David Marshall says: In the public sphere, celebrities are given greater presence and a wider scope of activity and agency. They are allowed to move on the public stage and allowed to express themselves quite individually and idiosyncratically. Moreover, the celebrity status also confers on the person a certain discursive power: within society, the celebrity is a voice above others. In another sense, celebrities are viewed in an adverse way; the celebrities’ persona are not necessarily true but regardless of the media construction, the “celebrities’ sign negotiate the competing and contradictory definitions of its own significance” (Marshall).
Its Promotion method was one of the key elements that made the company achieve success. Snapple created an offbeat, fun, different and real image which appealed many people. Its advertisements were quirky and unusual; however they were real with real people under real circumstances which attracted many regular people and made them feel a connection to the brand. It hired professional management to run sales and marketing while increasing the advertising budget to $1 million. It succeeded to take attention of the media and worked with the celebrities to gain national attention.
What do you think of Rapoino’s strategic direction for Live Nation? We feel that Rapino’s strategic direction for Lince Nation is on the right track to being very successful. Since 2005, the company created a separate business and became the world’s largest events and live music promoter. This means that their business presence is well known and highly respected on a domestic and international level. Live Nation has a growth strategy that has attracted the biggest entertainment stars.
Now hip artist, their music and their clothing lines are known world wide. This notoriety has helped to pump millions of dollars into the economy. Research has shown that Hip Hop has a major impact on the economy. Many major corporations who once shunned the idea of hip hop as a mainstream music genre have now jumped on the band wagon and have embraced the idea of using hip hop artists and their music in their advertisements as a way to draw in money from those loyal followers. Hip Hop music and its culture has crossed cultural, racial, geographical, and religious lines around the world.
Celebrity culture Insert name: Insert institution: Introduction The current society has been dominated by celebrities. There are some who believe that his is due to the ‘ordinary celebrity’ emergence which in turn has been due to the popularity of T.V styles like reality TV shows, talk shows and game shows and their pressure it has on ordinary individuals to participate. There are some who have it that this has contributed to democratization process within media through the opening up of access to media and a widened representation. This research seeks to find whether media has influenced celebrity politics through gender and image representation. It will also feature the life and funeral of Margret Thatcher, the first woman Britain prime minister.
Celebrity Culture -What is celebrity Culture? -How does celebrity culture affect the society * Negative effects * Positive effects So, what is celebrity culture? ‘This is a culture that influences those deemed to be celebrities’ and through globalization, this has been widely spread… Celebrity culture has a direct effect n the society, both positively and negatively As these celebrities are constantly in the media, the have become role models for teenagers and adolescents. Lets take Justin Bieber for example, according to star count, Justin is the most popular and influential entity in the world across global social media. A few years ago, he was the sweet Canadian singer, but well, now he’s a walking offender.
What Makes it Unique? Advertising is the most profitable industry in the United States today. Billboards, signs, magazines, newspapers, radios, televisions, and computers are just some of the places where advertisements are found. Company's are now trying to find innovative ways to publicize there products that are getting the consumers attention, and more action to buy. Looking up a few memorable ads I came across two that grabbed my attention and kept it the longest.