Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Celebrities Endorsement to a Brand Promotion - Dissertation Example

Comments (0) Cite this document
The current project "Celebrities’ Endorsement to a Brand Promotion?" primarily aims at discussing to what extent the potential masses are influenced by celebrities, how they stimulate their purchasing decision and how media is used for the celebrity endorsement…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.4% of users find it useful
Celebrities Endorsement to a Brand Promotion
Read TextPreview

Extract of sample "Celebrities Endorsement to a Brand Promotion"

Download file to see previous pages Celebrities acted as the spokesperson to promote and advertise the product, services and sometimes ideas. Those celebrities usually came from the movie, sports, modelling and art scene industry. British actor Lillie Langtry was the first celebrity endorser appeared on the package of Pears soap in the year 1893. In that era, advertisers used celebrities in order to dictate the market trend. According to Belch’s research (2009), endorsers can be divided into three different groups that are experts, celebrities, and lay endorsers (Belch and Belch, 2009). An expert can be defined as having some specific knowledge in particular area that can be promoted. Usually experts are chosen because of their thorough knowledge. When a dentist is used in toothpaste commercial then the dentist can be defined as an expert. Lay endorsers are those who are initially unknown to their audience. It has been seen that these individuals are selected according to the target segment so that, target segment can relate themselves with the endorser and the message. Audio advertisement and the voice-over in video advertisements are usually that of a lay endorser. According to Kambitsis et al, uses of celebrities are becoming more sophisticated as well as more complicated. Popularity of using celebrities in USA increased from around 15% to 25 % and it has been seen that more than 20% of the Television commercials feature celebrities. It can be proved that the use of celebrities in advertising generates lot of attention and publicity from public. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Celebrities Endorsement to a Brand Promotion Dissertation”, n.d.)
Celebrities Endorsement to a Brand Promotion Dissertation. Retrieved from
(Celebrities Endorsement to a Brand Promotion Dissertation)
Celebrities Endorsement to a Brand Promotion Dissertation.
“Celebrities Endorsement to a Brand Promotion Dissertation”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Celebrities Endorsement to a Brand Promotion

Brand Identification Plays In Brand Loyalty and Brand Promotion

...Literature Review The second chapter of the assignment will outline some of the vital concepts associated with Customer Brand Identification. Also the chapter will offer insights about the brand loyalty, brand promotion and how both these factors get impacted by CBI. Furthermore this chapter will also highlight the importance of a brand to the company as well as to the consumers. Finally the concepts will be related with the objectives of the study in order to achieve a strong conclusion. The chapter also proposes to review the studies accomplished earlier on this particular area of concern. The earlier studies will include a number of journals...
25 Pages(6250 words)Essay

Brand Identification Plays In Brand Loyalty and Brand Promotion

..., 2000) and to discard extraneous variables and to hence prevent the context from affecting the quality or the integrity of the collected data (Barker, 2005). 3.2 Research Methods This research uses both primary data collection and secondary methods for testing the research hypothesis. The secondary research consists of a literature review that contains a critical analysis of the available literature and research on the customer brand identification, brand loyalty, brand promotion, customer satisfaction and retention. It also covers the theories on these variables and discusses any linkages between them. The primary research is carried out among 159 mobile customers in UK...
6 Pages(1500 words)Essay

Celebrity Endorsement executing marketing or product promotion activities. It details the impact of strong trademark or celebrity endorsement that is becoming popular in most settings. The practice is gaining momentum since strong brand identities hold great influence and attraction that compels individuals to associating with their ideals or choices. High profile brands or trademarks are used due to their financial implications. The trademarks enable corporations to record high returns in terms of material and intangible growth. Ideally, use of strong celebrity endorsement enables corporations to expand their market share, sales units and...
4 Pages(1000 words)Essay

Effect of Advertising in Brand Promotion quite high and substantial capital is also required to maintain it. It has been observed that the cost of attracting new consumers is six times higher than the cost of retaining the old ones (Klewes & Wreschniok 2009). In order to remain fresh in the minds of the consumers, brands need to reinforce their images through marketing and various communication tools; especially through advertising (Asia Market Research n.d.). Besides extensive advertising the companies need to invest in sponsorships and other events to stay in limelight (EYGM Limited 2010). Sometimes the companies hire celebrities as “brand ambassadors” to endorse their product which is a very costly move....
48 Pages(12000 words)Dissertation


...a celebrity to be the face of its product or service. Celebrity endorsers are individuals who are known to the public for achievements in areas other than that of the product-category endorsed. The individual enjoys public acknowledgement and who uses this acknowledgement on behalf of a product or service by appearing with it in an advertisement. As well as promoting established brands, celebrity endorsers are used to promulgate new brand images, reposition brands or introduce new ones (Pride, 2013). The use of celebrities has become a common practice...
4 Pages(1000 words)Essay


...It is a well-known fact that our society is extremely influenced by mass-media, and that many people are even quite dependent on it in the formation of their world views and judgments. Whether this is a bad thing is a matter of heated debates, but what is clear is that even if one does not think that the role of mass-media is negative in general, it is hard to deny that in some cases the level of emotional involvement of the public into scandals propagated by media often goes beyond normalcy. One of such aspects of the functioning of the mass media is the extensive coverage of life and deeds of "celebrities", without whom it is difficult to imagine any single news report on TV, radio, or in magazines and newspapers. Aside... from the...
2 Pages(500 words)Essay

The impact of celebrity endorsement

...and celebrity endorsements have become a standard for successful launches. Currently a celebrity is chosen as a brand ambassador to promote a particular product. This creates a special positioning for the concerned product and this is used in every subsequent advertisement to emphasise the close relationship between the celebrity and the product in different ways. To the consumer this conveys a special affinity and makes him or her to reach out for the product to be a part of the network created by the celebrity concerned who is at the centre of it all. 2.4 Networks Humans have always existed in networks. From family,...
42 Pages(10500 words)Coursework

The Role of the Celebrity Endorsements in Media Communication many different companies and corporations to advertise their products and introduce different brands to the market place. The essay will examine the role of these celebrity endorsements to the media communication and how all these can be of benefit to the companies and the general public. Literature Review a) Celebrity EndorsementEndorsement is the act of picking up an individual to promote a particular brand using different media channels. This is majorly used as a marketing technique but what matters most is the media channel used to carry out the endorsement communication. If the...
8 Pages(2000 words)Term Paper

Celebrities Endorsement

...Review Celebrity endorsement is a commonly used marketing and branding strategy that is employed by different marketing and branding managers of a company to promote brands, services or products. Though initially, the celebrity endorsement strategy of marketing was significantly used in the skincare and cosmetic brands, nowadays, celebrity endorsements have become an important marketing strategy in all types of industries and companies. celebrity endorsement are considered to be highly effective marketing strategies...
6 Pages(1500 words)Essay

Celebrities Endorsement

...acceptance through the successful promotion of brands that virtually influences fans associating with a specific celebrity (Amos, Holmes and Strutton, 2008, p. 209-234). In addition, these types of advertisements are associated with good memory among recipients and product consumers as remembering celebrity advertisements is very easy as compared to normal advertisements (Dhotre and Bhola, 2010, p. 25-50). Even though the art of celebrity endorsement appears to have many advantages, it is wise to note that the art has a number of risks that may not seem very serious, but may affect a brand. The essence of introducing...
2 Pages(500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Dissertation on topic Celebrities Endorsement to a Brand Promotion for FREE!

Contact Us