Celebrity advertising is no panacea for achieving attention and higher sales. Companies believe that the celebrity’s message, delivers a higher degree of appeal, and attention to consumers. Marketer’s claim that a celebrity creditability increase memory of the message and may provide a positive effect that could be generalized to the brand, states M. Mohan & B, Loue & R, Hudson. Firms have come to realize celebrity spokespersons like Tiger Wood have believability, purchase intentions and favorable effect on consumers. “The casual observer is somewhat inclined to believe that professional sport athletics are in greater demand as a celebrity product endorser” (S, George, J, Mathew & J, Jones, 2003).
These advertising strategies include sexual, chock, emotional, fear, and humor. Companies are seeking higher brand awareness and recognition to consumers from these appeals. Celebr...
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...appen to the endorsers of good products. Business and Economics, 12(1) 13-14. doi: 10.1023/A:1008159717925
M, Mohan, B, Louis., R, Hudson. (2005). Celebrity advertising: An Assessment of its Relative Effectiveness Retrieved from http://sbaer.uca.edu/research/sma/2001/04.pdf
Ross, M. (2009). Branding and Celebrity Endorsement. Venture Republic,
Retrieved from http://www.venturerepublic.com/resources/Branding_celebrities_brand_endorsements_brand_leadership.asp
Stone, G., Joseph, M., & Jones, M. (2003). An Exploratory Study on the Use of Sports Celebrities in Advertising: A Content Analysis, Sport Marketing Quarterly, 12(2), 96-97
Retrieved from http://business.nmsu.edu/~mhyman/M454_Articles/%28Celebrity%29%20Stone_SMQ_2003.pdf
Tedesco, R. (2007, September). Sacked. Promo Magazine, Retrieved from
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