Iba 550
October 20, 2008
Celebrity Endorsement Marketing Campaigns
Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research as been done on the selection and effects of celebrity endorsement. Companies should use celebrities to endorse their products as a form of marketing to assist companies in advertising to consumers..
Celebrity endorsement is today more and more viewed as an integral part in an integrated marketing communication strategy. Hamish Pringle (2004) argues that there are 3 macro factors in the market today that largely influence the reason why celebrity endorsement can be a valid strategy: (1) increasing opportunity for activity between brands and their customers; (2) era of consent referring to the situation we have today where the consumer has more control over the messages they receive (television, computers, web access); (3) increasing media and commercial clutter. Put these together and it makes it increasing difficult for brands to gain the consumers attention and interest.
Perhaps the most important decision to be made, besides choosing whether or not to use celebrity endorsers at all, is the choice of celebrit ...