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Different researchers have different definitions for celebrity and celebrity endorsement. For instance, a celebrity is a name that requires no additional identification. Stars are recognized wherever they go and they are acknowledged with some awe and excitement. In most cases, whatever the celebrities do have a public value. Celebrities are often perceived as material for entertainment and media communication. Celebrities can also be described as persons who enjoy public acknowledgment and uses this acknowledgment in courtesy of a brand appearing in the advertisements.
One of the recent definitions describes a celebrity as a person whose name has a profit generating value, attention –getting and interest riveting that originates from the high level of public interest and attention (Gupta 12). Celebrity is usually associated with individuals who are of the public eye and who have a high profile in the society; this can be in the entertainment industry, sports among others. These people can be used to promote products, ideas, services or organizations (Canning and West 3). Celebrities are named whose reputation connects producers and consumers through a product with which they are linked. Sometimes celebrities become familiar and famous once they appear in an advertisement. The ideal characteristics of a celebrity include trustworthiness, expertise, attractiveness, likeability and particular associations that bring out product relevancy.
Celebrity endorsement is a trend that has developed over some decades. Celebrity endorsement is a situation whereby celebrities use their names in advertising a product or a service for which they may be or may not be the expertise. It is a method that has been widely used a media communication tool, in promoting a consumer products and services. Celebrity endorsement is one of the communication method applied by marketers in building a harmonious image between the consumer and
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Organizations have various mechanisms at their disposal to communicate in times of crisis. Coombs has developed a comprehensive model that organizations employ during crisis management. Organization crisis is defined as an event which is serious enough to be involve government or media attention and that puts the company’s existence in jeopardy, throttling its positive image in the public and putting at stake the long term sustainability of its stakeholders.
According to Gunter, Oates and Blades (20), the intention of organizations adopting this form of advertisement would be to transfer the attributes perceived of the celebrity to the product being advertised so that the two become linked automatically in the mind of the consumer.
Based on this information, they can decide whether to purchase a particular product or avail a specific service. Besides, product awareness through ads informs the consumers as to whether the specific features of a product or service match their needs.
The formal type of celebrity influence is through promotions when celebrities are incorporated in company marketing campaigns or organizations destination management. In as far as informal celebrities influence is concerned; it is done through word of mouth by those who have accessed the information from media sources.
Contextually, it is owing to this particular notion to which various international news media channels adhere that these media channels are considered to be among the crucial driving forces in the modern day society (Samson, et al., 2012). The 21st century phenomenon is such that the role played by the news media as a worthy communicator in the international forefront has attracted various accreditations in relation to their persuasive involvement in geopolitical decision-making and social upholding (Golan, et al., 2010).
Retrieved from Summary This journal gives a candid evaluation of the impact of executing branding activities using high profile trademarks. It focuses on the reasons why most institutions are adopting the use of a strong brand name or celebrities and trademarks to execute their product advertisement.
Although seeking to measure such a dynamic and marketing and psychological advertising would necessarily require a dissertation length response, this brief analysis will seek to engage the reader with an understanding of how celebrity within advertising works to create a more favorable impression with regards to the imagery and understanding of the product itself.
The market players have, therefore, adopted strategic marketing techniques through adoption of celebrity endorsement approach in order to create brand equity in the market. The role of the celebrity endorsement in the integrated marketing communication plan has been
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
The recommendation section tackles how to avoid the celebrity endorsements leading to negative consequences in the media communication.
Celebrities have been on the television, bill boards, internet and even social media majorly in
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