Role of Celebrity Endorsement in Marketing Communication - Essay Example

Role of celebrity endorsement in marketing communication Celebrity endorsement has become one of the most popular tools in the field of advertisement for promoting different types products. Many firms have been successful at building brand image and increasing product popularity through celebrity endorsements. It has become a trend among most big firms to advertise their products in this manner. Celebrity endorsement is seen to influence consumers buying behaviour, especially of youngsters. This paper endeavours at understanding the impact of celebrity endorsement upon marketing communication. It also includes examining the relationship between celebrity endorsement and brand building. Table of Contents Abstract 2 Introduction 4 Features of celebrity endorsement in market communication 4 Long-term commitment 4 Brand-celebrity match 4 Unique endorsers 5 Timing 5 Brand overshadowing 5 One amongst many 5 Celebrity trap 6 Investment and management 6 Influence of celebrity endorsement upon consumer behaviour 6 Brand awareness 6 Brand association 7 Purchase intent 7 Applicability of celebrity endorsements 7 Influence of media 8 Conclusion 8 Reference list 9 Introduction Celebrity endorsement is a method of brand communication whereby a celebrity uses his or her popularity and acts as a spokesperson for a particular product. Celebrity endorsements are seen to have a long lasting impact upon minds of consumers. A celebrity is an individual who enjoys public attention and are famous for their achievements. In celebrity endorsement, celebrities use their recognition on behalf of a product and appear alongside it. While choosing celebrities for endorsing products, firms should keep in mind that there must be an adequate match between characteristics of the product, personality of the celebrity and nature of target consumers. It is necessary for the target market to have adequate familiarity with the celebrity endorsing a product. There should be a symbolic match between brand image and that of the celebrity (Nelson, Tunji and Gloria, 2012). For instance, a brand selling sports shoes can endorse its products through a famous sports personality. Companies try to associate qualities of a celebrity with that of the product. Through celebrity endorsements, it becomes easier for consumers to recall ads while viewing the product. In order to gain these kinds of advantages, companies pay huge sums of money to celebrities and align their products and brand with the endorsers (Kansu and Mamuti, 2013). Features of celebrity endorsement in market communication Long-term commitment The contract between celebrities and the brand for the purpose of endorsing products are generally made for a considerably long time. Firms that choose celebrity endorsement for their products are not seen to frequently change face of the brand. This helps in establishing stronger identity and brand image. Celebrity endorsements are largely viewed as a long-term strategic decision, which affects brand’s value in the market (Academia.edu, 2013). Brand-celebrity match The individual who endorse a product helps in creating strong perceptions about the brand. When consumers view the advertisement, they would try to establish a connection between the product and the celebrity. Hence, celebrities should be rationally selected for this kind of promotional activity. For instance, it is not a good idea to promote fashion garments through a famous Olympics star; but the same can be done by a film star or super model (Palgrave journals, 2009). Unique endorsers Firms gain a greater competitive advantage when their products are endorsed by celebrities, who do not endorse any other brands. The uniqueness of the celebrity gets identified with that of the brand, which sets the company apart from its competitors. When a celebrity is seen to endorse many different types of products, consumers are confused in respect to personality of the celebrity. They might also become tired of viewing the same celebrity again and again. Opting for those famous personalities, who are not seen to endorse any other product, proves to attract consumers in a better way (Byrne, Whitehead and Breen, 2003). Timing Celebrities do not have a very long shelf life for their recognition. After a few years, several celebrities are seen to fade off the minds of people. Brands must choose upcoming famous personalities who are expected to remain as a popular face for a considerably long time. Many companies are seen to change the celebrity who endorses their products, when he or she loses recognition (Choi, Lee and Kim, 2005). Brand overshadowing One possible outcome of celebrity endorsements is that recognition and fame of the celebrity overshadows the product and idea of the advertisement. The focus of the viewers remains upon the celebrity and as a result, message of the advertisement is overlooked. Companies should make sure that such a scenario does not occur. The brand should be always placed above the endorser (Carroll, 2009). The advertisement, therefore, needs to be formulated in a manner such that product remains the prime aspect. In one of Coca-Cola’s advertisement, Mean Joe was seen tossing his jersey to a boy in exchange of a bottle of Coke. This advertisement was considered as brilliant, which made good use of Mean Joe’s charismatic image without taking away focus from the product (Mukherjee, 2009). One amongst many Celebrity endorsement is just one of the tools of marketing. A company should not solely rely upon celebrity endorsements in order to promote their products. It is one amongst the many tools of marketing communication mix. Additionally, the firm also needs to market their products through other channels such as, newspaper and magazine advertisements, online product promotion and distribution of free samples and so on and so forth (Amos, Holmes and Strutton, 2008). Celebrity trap It is difficult to break the association between a product and the celebrity endorsing it. Consumers who have been viewing the same celebrity endorsing a product do not forget their association with the brand so easily. As a result, there is a long-term commitment that gets established between products and their celebrity endorsers. This is also one reason behind many firms simultaneously choosing different celebrities to promote their products. This removes focus from any one particular celebrity (Seno and Lukas, 2007). Investment and management Celebrity endorsement involves a huge expenditure. Most celebrities charge a large sum of money for featuring themselves with a brand. So, firms need to carefully plan the investment in order to choose the right celebrity. It is also important to develop the idea for advertisement in an effective way so that the focus stays upon the product. Celebrity endorsement also calls for regional and international brand management teams who recruit celebrities for promoting the products in different regions (Silvera and Austad, 2004). A global product cannot be endorsed by a single celebrity worldwide. Celebrities with whom consumers can easily associate with are required to promote a product in a particular region. National celebrities are, hence, seen to be more influential than other international figures for promoting a product. Consequently, different celebrities are hired at different regions for promoting the same product (Choi and Rifon, 2007). Influence of celebrity endorsement upon consumer behaviour Brand awareness A celebrity helps in drawing attention of viewers by their special features such as, looks, abilities and personality. When a particular product is promoted by a famous personality, people pay greater attention to it and their interest in the product is enhanced (Hsu and McDonald, 2002). Studies reveal that brand awareness regarding products that are endorsed by celebrities is relatively higher than that of those products which are endorsed by non-celebrities. The reason behind this is the strong ability of celebrities to grasp public attention (Bush, Martin and Bush, 2004). Brand association Most people aspire to have a lifestyle that is similar to that of their favourite celebrity. When a celebrity is seen to be endorsing a certain product, his or her fans are likely to develop a strong association with the product as well. It is also easier for the mass to accept a product that is being endorsed by a personality, who is widely favoured. There is a general psychological tendency amongst most people to associate themselves with their favourite celebrities, even in the smallest way possible. Thus, when a celebrity who is very influential and widely admired endorses a product, a large number of people might purchase it (Pringle and Binet, 2005). Purchase intent Celebrity advertisements are seen to influence the minds of consumers at a larger scale than the general ones. Consumers are seen to associate luxury and better lifestyle with products, which are endorsed by celebrities. This leads to greater preference for such products, thereby increasing real purchase intent (Horne, 2006). Applicability of celebrity endorsements Products that are of high quality and require attention of consumers are most suited for celebrity endorsements. By associating a product with a celebrity, it is easier for consumers to accept and get familiar with it. Celebrity endorsements help breaking the ice between a new product and its potential customers (Roderstein, 2005). However, if the product is not sufficient in terms of quality, consumers are very likely to shift to other brands. Celebrities also prefer to feature themselves in advertisements for product that are of high quality and brand value. This also prevents hampering image of the celebrities. Nowadays, celebrity endorsement is not sought for supporting commercial products and services only (Pringle, 2004). Celebrities are also seen to endorse social messages on behalf of the government. The fundamental reason behind choosing celebrity endorsement is that they are seen to have a greater influence upon the public at large. Celebrities are people who are appreciated for their special qualities. When these special qualities are used for promoting different products, services and messages, they are bound to have a greater social impact. Influence of media Television popularity has played a crucial part in celebrity endorsements. Almost every household has a television set. Television channels are used to advertise different commodities and services. Moreover, these channels are broadcasted round-the-clock, giving rise to a scenario where thousands of products are advertised on a non-stop basis (Hackley, 2010). Due to existence of such diversity, consumers more often than not forget the advertisements. Advertisements are ignored and considered to be annoying as they interrupt favourite television sitcom or film of individuals. Celebrity endorsement has helped to grab attention of consumers, making them less irritable. Viewers do not mind seeing celebrities promote products due to the strong preference for them and their attractive and dynamic personalities (Stadtler, 2011). Conclusion When celebrities are used for endorsing different types of products, they become voice of the product promoted. The personality of a celebrity can play a significant role in developing perceptions of a brand. Endorsers, whose personalities are similar to the target audience, have a more viable effect in generating popularity for the product. When endorsers of a product have high credibility, popularity of the product is seen to increase and larger numbers of people buy the product. However, not all firms can afford celebrity endorsements. Firms with strong financial conditions to support this kind of a venture should invest in the same. 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