Celebrity endorsement is an exceptionally powerful tool to pick up consumer interests and faithfulness to a particular brand in a cluttered marketplace (Hung 2014, 3). The use of famous celebrities as endorsers is predominant in promoting a brand and leading companies invested a large sum of money to endorse their brand (Kim 2012, 1). Celebrities have been one of the preferred endorsers as they have the capability of capturing the customers’ attention due to the fame and status they project (Shimp, 2000; Till & Ship, 1998 quoted in Kim 2012, 1). Celebrity endorsement is defined as ‘an individual or organisation of repute is used to endorse the products, services or activities of another organisation’ (Canning and West 2006, 2). Celebrities …show more content…
quoted in Francis and Yazdanifard 2013, 37). The endorsers overshadowing their endorsed products is one of the downside of celebrity endorsements because targeted customers would focus more on the celebrity instead of the whole motive of the endorsement which is promoting the product. (Kim 2012, 14) A study had shown that due to the extra attention drawn to celebrity, consumer will easily lose interests in the product promoted at the first place which would result in the deterioration of brand recognition (Petty et al., 1983 quoted in Kim 2012, 14). The main cause of endorsers overshadow the brand is particularly because the celebrity may have more star value that the brand endorsed. This will lead to the failure in the initial marketing strategy of a product simply because consumers are more drawn to the celebrities [Jain, 2008,Kazi,n.d. quoted in Francis and Yazdanifard 2013, …show more content…
Generally, consumers often pay more attention to famous people that is professional, charismatic, has good personalities and appealing (Atkins and Block, 1983 quoted in Sliburyte 2009, 93). Therefore, a company that decides to implement celebrity endorsement as their marketing strategy needs carefully select the endorser with three source factors which are source credibility, source attractiveness, and celebrity-product congruence (Ibid quoted in Kutthakaphan and Chokesamritpol 2013,
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
For many years, corporations have sponsored schools in the United States. Students and faculty can find corporate advertisements all over the school; on jerseys, uniforms, equipment, and even school buses. Corporate sponsorships bring money to cash-strapped schools that desperately need money, but these ads also bring distractions to students. Students deserve the best education the school board can provide them and these corporate sponsorships bring many distractions and annoyance to students. Schools should not allow corporate sponsorships into their schools if they do not bring the best benefits to students. Although corporate sponsorships bring a small number of benefits, the school board should provide an environment free from ads and
How would you like to see your favorite band have a commercial with your favorite artist and your favorite song from them? Often artists have left the album selling scene and have gone towards advertisement for their music. For artists to make money off their music they go towards music sponsorship and advertisement.
Due to the nature and complexity of contracts, agents are expected to have a background in contract law and be knowledgeable in finance, business management, financial and risk analysis, and of course, sports. In order to be a successful sports agent one must not only be a great negotiator, but also be highly motivated, have exceptional communication skills, be prepared to work long hours and handle multiple tasks at the same time.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
In the world of sports, everything from the cups the athletes drink from to the
A celebrity status is a brand which is built on values, behavior, attitudes, hobbies and charity activities. Maintaining a reputable brand is critical for social media celebrities; a brand that people can trust, relate with and one which will remain relevant in years to come (Evans 2010, p 249-250). Social media is essential for growing a celebrity’s fan base as well as creating a platform where such a person can market a brand and connect with fans in a more personal way. In this way, fans will easily relate with the activities a celebrity does and will be ready to give support (Hallam, 2013).It is important for celebrities to communicate their values to their fans. Their fans should know them for what they do. People will be interested in a Face book brand page or follow somebody on Twitter because they are inspired by their messages and can relate to personalities that attract them. Oprah Winfrey was the director and host of the highly rated Oprah Winfrey show. She also is the founder of the Oprah Winfrey network. Oprah has inspired millions with her values of transparency and philanthropy because she has successfully been able to communicate her “Oprah” brand on Facebook and twitter. Even though Oprah is a very popular and influential person, she is considered a friendly person who can be approached by people of low social status. A
Celebrities are often used to endorse products for businesses to increase profits. Sue Jozui in her passage, explains that she believes using celebrities in advertisements is insulting to the buyer, and this action should be boycotted. The author supports her argument by first defining what using celebrities does to the consumer and how it portrays the consumer to be. She continues by stating that legislative rules should be enforced. The authors purpose is to convince the government and businesses to stop this action so that people aren't being persuaded to buy products just because a celebrity is advertising it. The author establishes a serious tone for all consumers that also support her claim. Jozui’s allegations of celebrities endorsing
The business of sports marketing has become both lucrative and influential in shaping sport in general and the individual athletes. The desire for endorsement offers and profitable media coverage has become a crucial facet of modern sport. With a selection of athletes making millions of dollars a year, outside of their sporting arena, it is obvious to see the impact of marketing and advertising on sport. In this essay I will examine the ways in which marketing effects the athletes and sport in general. Also, I will identify the characteristics of a marketable sporting "celebrity" and further look into African American athletes specifically and the way the African American community is marketed.
The infamous Nike advertisements that are displayed daily all seem to have one thing in common: those wearing the Nike brand are for the most part celebrity athletes. Sue Jouzi, in her excerpt, argues that celebrity endorsed products are unethical and should be boycotted in order to obtain guidelines for how companies advertise to consumers. The author supports her assertion by first explaining how in a few instances, where celebrities have made false statements to promote products. She continues by giving another example of how as a consumer, she personally would not,”buy the newest SUV because an attractive talk-show host gets paid to pretend he drives one,”(Jozui).. The author’s purpose is to convince consumers to boycott the product in order to obtain guidelines and rules set up to prevent the unethical advertising in order to protect themselves from being misled. The author establishes an authoritative tone in order to convince consumers to take a stance. Jozui is ignorant to believe that companies will restrict or allow restrictions on how they advertise their products when there are numerous laws in
We are part of a generation that is obsessed with celebrity culture. Celebrities are distinctive. Media and consumers alike invented them to be a different race of super beings: flawless, divine and above all the real moral world. In a 1995 New York Times article “In contrast, 9 out of 10 of those polled could think of something
As mentioned before, unrealistic media images are very prevalent. This creates the illusion that females who match the ideal seem like the norm rather than the exception. These perceptions and the constant comparisons lead to the cultivation theory which is known as the contributions media exposure makes to the viewer’s perceptions of social reality (Von Vonderen and Kinnally 53). The repetitiveness of these images influences the individual’s ability to understand that the images are unrealistic. Over time the nearly impossible standard of beauty is adopted and perceived as “reality.” People who watch heavy amounts of TV are more likely to see the real world according to what they have watched. Viewers often seek out programming that reinforces their beliefs, further strengthening their attitudes. If a woman has low self-esteem and views media that portrays emaciated models as beautiful, those negative attitudes will only be reinforced. A person’s level of awareness of the characteristics portrayed by the media is an indicator on how they will internalize these images. Females that are more aware of the media’s effects are more likely to be resilient to body image concerns and females that are unaware are more likely to show symptoms of body disturbance (Serdar). Therefore, if a woman is unable to determine that the media is unrealistic she will be more likely to internalize the images and be more prone to body dissatisfaction.
Commercialization is the process of introducing a product to either a mass or niche market. Owners, often, encourage such commercialization because it helps to expose their team or sport to larger audiences, which will help generate revenue. Commercial sport is something not all people are comfortable with or like. I think that it has its place within professional sports alone. But we are seeing it more and more at the college level with Div. 1 NCAA Men’s Basketball and Football. At an elite amateur level, like colligate sport, I think is where commercialization is a bad thing because it takes away from what amateur sport is really about which is participating in athletics while learning. However, the same cannot be said about professional sports. In elite sport, I think that it is almost a required concept. It’s something that is necessary for the survival of the sport itself. Without commercialization, teams wouldn’t be able to pay the players the salaries of their contracts
According to Epstein, a celebrity is something or someone who can be talented and full of achievements and yet wish to broadcast ones fame further through the careful cultivation of celebrity, while one can be the total opposite of achievements and be less talented and yet still be made seem otherwise through the mechanics and dynamics of celebrity creation (Epstein2). Celebrity culture today is epidemic; some might agree that it is sweeping up America in a harmful way, while one might argue that it is beneficial to our society. Over the last few decades, celebrity and fame has changed dramatically, from Alexander the Great to Kim Kardashian. Talent and achievements no longer play a huge role when it comes to celebrities. “Much modern celebrity seems the result of careful promotion or great good looks or something besides talent and achievement” (Epstein2) with that being said celebrity-creation has blossomed into an industry of its own.... ...
Endorsement is a form of advertising of a certain product or service where famous personalities or celebrities who gain a high recognition among the people are being used to promote the product or service. The images of these endorsers are the influence that will make the customers to buy.