The Advertisement Spokespersons and Consumers Purchase Intention - Essay Example

The process starts from the level of unawareness of the customer towards a specific product or a brand and the first step of which the company ad is to build the awareness level of either the need of the product itself or the ability of the product or brand to fulfill a need of the customer, thus making the customer aware of the brand/product. Consumer behavior marks the study of the way different people in any general or the specific target market try to select the different items for purchase and what patterns are associated with buying behavior. Today, celebrities such as TV/Movie stars, musicians and athletes are used frequently in advertisements as companies believe that they have a powerful image and can market their products well.

The increase has been even more exaggerated in cosmetic companies and FMCGs. The availability of numerous advertisement channels however raises many questions for companies. The brands have to find an optimal fit between target audience, product and advertisement. To satisfy this need is the aim of this research. The research would analyze the effect of the importance of Spokes Person in advertisement effectiveness. Therefore research would study the effect of Spokesperson in cosmetics buying decisions in various consumers, to understand and identify the different elements which can affect consumer buying decisions.

The effects of celebrity endorsement have been very positive for companies. During the ‘cola wars’ celebrity endorsement was a very important factor that defined the marketing strategy of both companies. Both were pop stars and created a very positive and hip brand perception for both their brands. This factor is even more relevant if the product being introduced is an alien product to the consumer. Consumers usually do not remember the names and brands of these items. However, if the brand is associated with a celebrity then the customer can better remember the name of the product or brand.

The research shows strong evidence that the purchase intent of the consumer can be greatly affected by the spokesperson.