Earlier the advertisement industry in India was on a low scale and traditionally, ads used to be through a print medium, radio, television and billboards. But due to the change in time, the people have become more brand and quality conscious and therefore, the celebrities were started being roped in by the companies for endorsing their brands.
Communication in marketing, advertising and celebrity endorsement Essay: Communication in marketing, advertising and celebrity endorsement This chapter aims to review the literatures which relate to the area of communication in marketing, advertising, celebrity endorsement, as well as consumer behaviour.
Moreover, some relevant research about celebrity endorsements in Cameroon and England would also be examined. Couple of theories and models were introduced in order to provide deeper understanding about the research topic. In a market where advertising plays a crucial role in guiding consumer purchases, it becomes necessary for companies to induct all possible measures to influence, motivate and inserting the desire to purchase in the customer through effective advertising campaigns.
Theories and practice proves that the use of celebrities in advertising generates lots of attention and publicity. When a consumer makes a purchase, there are numbers of factors that help in the decision making process.
Most generally accepted models of consumer behaviour explain the process of choosing a product. Then, we move on to pursuing our needs by gathering information on our wants. Consumer behaviour explains the logic and reasoning underlying the purchasing decisions and consumption patterns; it also explains the processes through which buyers make decisions.
This is to agree that individuals also act as producers in the market, yet, this function is ignored in consumer theory.
At the very early stage, people used to buy products and services based on their needs. They turn to look for their demands and there were not enough choices. Which prompted them to buy whatever was available in the market and based on their previous experience of using that product or service.
Therefore the some consumers think rationally before buying any product. Trying to buy a tooth brush for example is totally different from buying a luxury car.
The more expensive the goods, the more information are required by the consumer. Four types of consumer buying behaviors can be used to refer the basis of buyers involvement while purchasing any product. There are 4 types of consumer buying behavior in the modern era.
Normally, this situation happens in case of expensive and luxuries goods. Likewise buying a designer bag makes a consumer is highly involved.
This happens in case of low price goods. For example, buying a toothbrush makes a consumer is not highly involved. Major differences between brands: Minor differences between brands: For example, while buying a motor cycle, consumers are highly involved in the purchase and has the knowledge about the major differences between brands.
They generally buy variety products not due to dissatisfaction from the earlier product but due to seek variety. Every time they buy different shampoos just for variety.
It is therefore the duty of the marketer to encourage the consumer to buy the product by offering discounts, free samples by advertising the product often. While buying for example, a fluorescent bulb, consumer buy them quickly as there are barely any differences between brands.
Consumers buy the product quickly. Celebrities are people who enjoy public recognition by a large share of groups of people whereas attributes like attractiveness, luxurious lifestyle are just examples and specific common characteristics cannot be observed though it can be said that within a corresponding social group celebrities generally differ from the social normalities and enjoy a high degree of public awareness Schlecht, Anonymous, Business Standard, Dec, This is true for celebrities like actors, music stars, models, Sports athletes, entertainers, and business moguls but also for less obvious groups like normal businessmen or politicians.
Besides these, there are fictional celebrities like the Simpsons, Ronald McDonald, Pillsbury doughboy and the muppets.
Celebrities appear in public in different ways.
Firstly, they appear in public when fulfilling their professional obligations. Furthermore, celebrities appear in public by attending special celebrity events example, movie premiers, awards, charity events etc.
In addition they are present in Fashion magazines, the tabloids, blogs and the news, which provide second source of information on events and private life of celebrities through mass media channels.
Lastly, celebrities act as spokesmen and women in advertising to promote products and services they are endorsing.
Kambitsis et al, Tom et. If the celebrity has personally used a product or service and is in a position to attest its quality, then he or she may give a testimony stating its benefits.
Celebrities often lend their names to organisations for product or services advertisement for which they may or may not be the experts in. A Celebrity may be asked to present a product or service as a part of character rather than its own personal testimony or endorsement.Influencer Marketing vs.
Celebrity Endorsements: Which Is Right For Your Brand? Brands are always looking for ways to situate themselves at the forefront of consumers’ minds.
In all of the forms of advertising aimed at this end, one of the most coveted is the celebrity endorsement. Often constructed as a personal testimonial, celebrity endorsements are when an actor, musician, athlete or other pop .
Multiple Brand Endorsement vs. Multiple Celebrity Endorsement In the advertising landscape, we find either a celebrity endorsing multiple brands or multiple celebrities being used to endorse a single brand. several of marketing techniques and celebrity endorsement is one of srmvision.com term celebrity refers to an individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed.
This essay will discuss the various aspects of celebrity endorsement as a prevailing advertising technique along with critical evaluation of the phenomenon of multiple celebrity endorsement as a marketing tool and the and will conclude with taking.
On the other hand, consumers might get confused by using multiple celebrity endorsement (Hsu and McDonald, ).
Louie and Obermiller () state that “celebrities who are blamed for negative events (e.g. accidents) can have detrimental effects on the products they endorse”. several of marketing techniques and celebrity endorsement is one of srmvision.com term celebrity refers to an individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed.