In the 70s, Miller and Basehart (1969) studied that how trustworthiness influences the effectiveness of the communication to the consumers. They found when the consumers perceived the source as a trusted one, the marketing message can convey better meanings to consumer and thus can change their attitude positively. In the normal life, when a person wants to purchase a product, he consults with his trusted friends for the purchase of the product. Similarly, endorsers or sales representative provides skilled information about the product to customers and then customers perceives whether the endorsers or sales representative provided valid and right information. A consumer prefers to trust or to be guided either by the trusted endorser or by their friend contact instead of the company other promotional activities (Harrison, 2001). Though celebrity are considered as extremely credible and trusty, if the celebrity have endorsed other products too then they are considered less-credible and trusted compared to those celebrities who endorsed one product (Joseph, 1982). Moreover, if a celebrity is considered responsible for bad events, products that are endorsed by them may have also destructive impact on the products (Louie & Obermiller, 2002).
2.3.5.4 Expertise
2.3.5.4.1 Definition of expertise
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The role of the consumer has changed with the passage of time. Now they are not only consumers, but they are considered the king of the market for any company (Brosekhan & Velayutham, 2010). Each and every marketing activity of a company ends with the consumer and their pleasure. A consumer plays three kinds of important roles for a company and these roles includes a user of the product, spender and purchaser of the product. The company needs to understand the importance of the consumer, their needs and wants and then the company can make an effective advertising
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 ...
Every day consumers are exposed to thousands of advertisements, hindering companies to create a unique position and receive attention from buyers. Using celebrities can not only help businesses to create distinctive, memorable ads, but engender a positive effect on the attitude and sales intention towards the brand or product as well. Sue Jozi in her passage, argues that advertising through celebrities is not only unfair, but unethical. The author supports her claim by first giving examples of present day brands and objects endorsed by celebrities to get her audience to relate the topic to their everyday life. She continues by stating her position on the issue and explaining the offense she feels toward this type of advertisements. The author’s purpose is to persuade her audience that celebrity endorsement is
Equally important JL Racing uses celebrity marketing as most recently in their cycling line Nicky Haden. Celebrity endorsement is a highly effective strategy to gain consumer interests and brand loyalty in a cluttered marketplace. Furthermore, as stated in (Hung, K. 2014) celebrity endorsement literature in three ways. First, it delineates aspiration and play as two main types of motives consumers hold toward celebrities in the entertainment process. This complements current studies that regard celebrities as opinion experts and credible spokespersons in their buying decisions. Second, It centers on the encounters between the consumer and the celebrity in various media contexts, such as movies, shows, and games. As studies on celebrity worship
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
Celebrity Branding have started from the mid 1800’s where patent medicines endorsed queens and popes. Although times have changed, companies follow the same concepts from the past. Benefits of using celebrities is that it can attract the customers. The professor of marketing at University of Bath, Brett Martin says that “Celebrities has the power to grab people’s attention especially in media environment.” So, when celebrities endorse products, it creates a positive effect of the brand. Like Selena Gomez, customers would consider the qualities of Selena Gomez with the Pantene.
The use of a celebrity's advertising a product is a smart and efficient way to get the attention of the public, and to sell product as fast as possible. Sue Juzui in her opinion she argues that we should boycott the use of celebrity and legislate rules and guidelines for advertisement. The author supports her argument by first stating her side of the argument. She continues by saying that “the use of celebrity to sell a product is misleading and insults the intelligence of the audience”. The author’s purpose is to persuade her reader in order to boycott the use of celebrity advertising any kind of product. The author creates a judgemental tone for her audience. Juzui’s argument is invalid because small businesses, companies, and everyday common people should advertise their product as a way they feel needed, to sell their product.
Celebrities can have significant influence on consumer choices because they’re admired by many and consumers trust their judgement. For example, Taylor Swift advertised iTunes music. This celebrity is famous for her amazing vocals and hit songs. In this advertisement, Taylor is jogging on a treadmill while listening and singing along to iTunes music. The iTunes music is so intriguing, she falls off the treadmill while singing along. Consumers might be encouraged to purchase iTunes music from this advertisement due to people thinking that if Taylor Swift enjoys this product enough to fall off the treadmill, it’s probably amazing. Taylor Swift is a celebrity after all, so maybe this product is special. Therefore, consumers are influenced by this
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Advertisements have an enormous effect on the collective conscious of consumers today. Advertisers, through advertisements, have the ability to manufacture a world that may seem real to the consumer. In these manufactured realities, advertisers entice consumers to buy products specifically marketed to them.
Consumer offerings are essential products that are available in the consumers’ market. However, not all these offerings are part of the consumers’ need at a particular time. In this brief piece of writing, readers will understand the consumer offerings that relate to their needs and when. Similarly, readers will learn the difference in these offerings and probably the products the author has patronized with a vivid example. At the end of the paper, readers should feel free to consult the references that aided the writing.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
According to Shimp (2007), there are five important factors which determine the purpose of advertisement in terms of marketers’ communication with consumers. He listed these five factors as follows: “(1) informing, (2) influencing, (3) reminding and increasing salience, (4) adding value, and (5) assisting other company efforts.” (p.246). To clarify that, the first most important aspect is informing people which means company needs to enhance the awareness of the consumer about their products by mentioning its advantages and features. Advertising also affect the products in two ways. Firstly, by basic demand, which build consumer desires for old products of the company and secondly, refers to a new brand of the company. In addition, effective advertising can retain consumer’s mind fresh about the image of a brand which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as s...
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
Advertisements can be many types and each of them carries different impacts on different target. The latest study through a survey conducted in 2009 on the consumer behavior to different types of advertisements for products including Television, Online and Magazines, revealed that advertisements have modified the consumer behavior in such a ways that they only go for brand favorability despite of ad awareness in every type of media. Surveys show that magazine advertisements provide great impact on purchasing behavior of consumers. Mostly people go for purchasing according to the product value shown in advertisements despite of cost of the product as they spend a lot more than the actual value only due to the influence of advertisements (Rai,