field of consumer behavior is the study of individuals, groups / organizations and processes. Although, many factors influence the buying decision, but use the right Celebrity has a great impact on consumers.
Retailers pay millions for celebrities in the hope that it will spell the support of their brand and make them more appealing and successful. effectiveness of using celebrity to support the company's products can generally improve the matching pictures celebrity personality with the product and the actual or desired term target market. The correlation between the occurrence, knowledge, taste, authenticity and credibility of the advertising and purchase intentions.
the theory behind the use of celebrity is that it contains stars in advertising has a special cultural significance, born from the unique way in which images are constructed through various forms of media. In linking the celebrity with the product, these special meanings are transferred to products or brands. In a competitive market, familiar faces can be added to give the brand appeal and helps to stand out. Celebrities have a particular configuration of meanings that can not be found anywhere else.
the theory behind the use of celebrity is that it contains stars in advertising has a special cultural significance, born from the unique way in which images are constructed through various forms of media. In linking the celebrity with the product, these special meanings are transferred to products or brands. In a competitive market, familiar faces can be added to give the brand appeal and helps to stand out. Celebrities have a particular configuration of meanings that can not be found anywhere else.
...Sports celebrities are often popular, the guarantor assumes all from clothing to cars. For example, Nike uses basketball star Michael Jordan said as a person since 1985 and the Air Jordan line is still selling. In December 2000, Venus Williams signed the most lucrative deal ever for the support of an athlete when he agreed to a three-year contract with Reebok International reportedly worth 40 million U.S. dollars.
...Another popular industry from which to draw celebrity endorsers is the music industry. One of the most famous singer Britney Spears is singing her way through the Pepsi commercials in 2005. Adnan Sami performed the same process in the Asian market for a Pepsi ad. Along the same lines, companies often use actors, actresses and supermodels to endorse their products.
...However, apart from excessive costs, there are risks and dangers associated with using celebrities in advertising. The best laid plans can still backfire. Madonna Pepsi sign up for a few million dollars to her campaign in the face of Pepsi. Then controversy over religious images in Madonna's "Prayer" video led to threats of consumer boycotts and Pepsi has lost 10 million U.S. dollars. Cybill Shepherd ad for beef industry flopped when he publicly confessed that he rarely ate red meat. These examples are just some of the problems with celebrity success. Unfortunately, there are hidden dangers in the use of celebrities. Celebrity's consumer appeal may fade if a celebrity is disappearing from the media spot light before the end of his contract.
...If such hazards abound, why use celebrities? Many advertisers believe that celebrities are more effective ad. use of a celebrity is shown to lead to higher ad recall. For example, in early 2001, Revlon has ceased to use celebrity models and hired a relative unknown for their ad campaign, the thinking woman wanted models that can be treated easily. In November 2001, they reversed that decision and began hiring celebrities such as Julianne Moore and Halle Berry, after losing 10.6 percent market share of cosmetics over the previous year.
...Consumers who have used the brand associations to build their self-identity may be more brand loyal and less likely to switch to competing brands in response to price cuts, special displays, coupons and linking tactics.
to assess the effectiveness of celebrity endorsement, all three elements must be taken into consideration celebrity image, brand image and consumer aspirations.
celebrities can be used to reduce conflicts between nations or countries. Adnan Sami live in India, Pakistan and Annie, both appeared together in a Pepsi commercial. Pepsi introduced in this ad market in both Pakistan and India. This type of ads showing a good relationship between states or nations.
Right To Use Celebrity plays a crucial role in the success of the brand with your advertising to the target market. Celebrity choice requires detailed study to predict its impact on the target market. Companies must have to perform the complete process of research before selecting a Celebrity for the desired connection with the product, especially in consumer goods (FMCG) Fame selection, which is becoming critical.
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