Celebrity Endorsement Evaluation - Essay Example

Following that, different theories regarding communication and how celebrities play an important role in framing communication strategies have been clarified. Then four types of celebrity endorsement modes have been explicated to understand how different celebrities are associated with different products or services. After that this chapter moves out to understand the major part of the literature review, i.e. four-variable models which are: 1] Source credibility model, 2] Source attractiveness model, 3] Product match-up model, and 4] Meaning transfer model. Finally, this chapter ends with the benefits of using celebrities and the risks attached to celebrity endorsement. Furthermore, research objectives have been drafted at the end of the section.
Celebrity endorsement is one of the most popular strategies for marketing communication and advertisers. Customers see advertisements containing celebrities every day whether they are at home or outside with their friends and family. Varieties of celebrities’ options are available to advertisers today through which companies can decide on celebrities based on their product, target audience, the popularity of celebrities, and others. For instance, sports product companies like Nike and Adidas approach present celebrities of the popular sports of their target market audience. The choices are not just limited to sports stars of a particular sport like baseball, basketball, or cricket, but national or international player choices are also available to them. These celebrities are usually paid high sign-up amounts and their contract with the endorsing brand has a specific validity period. Celebrities usually earn from their profession, but they can also earn the sign-up amount for any endorsement which is usually higher than their average earning for the same time period. According to Forbes.com (2007), in the list of Celebrity 100 the first five celebrities Oprah Winfrey, Tiger Woods, Madonna, Rolling Stones, and Brad Pitt are paid worth more than $500 million.