Analysis of US Cost of Recent Wars: Is... How to Motivate Retired Workers Returning to Work. Big … Their physical beauty, mental dexterity, and other skills have transported these people to the highest ends of the social structure. Build brand equity. We do not spam. By Cheryl Ball. But you might want to think twice—it’s a possible minefield. Celebrities Promotion Advantages & Disadvantages for Promoting Products. It’s crucial to understand those differences to develop effective PR or social media marketing campaigns. Celebrity Culture Social media stardom is on the rise; many celebrities have strongly established themselves as a valuable brand, just through the simple use of platforms such as Snapchat or Instagram. Save my name, email, and website in this browser for the next time I comment. Analysis of US Cost of Recent Wars: Is it Worth it or is it an Economic Burden? Celebrity endorsements don’t just take the form of adverts – celebs are often paid to tweet about products, with companies generously supplying them with goodies. Celebrity endorsements are not short-term tactics. Celebrity endorsements and sponsored influencer content have similarities and may overlap at times, but the two strategies entail different advantages and disadvantages. Associations with popular names can boost sales, especially when customers believe the endorser actually uses that particular product. Here are some advantages and repercussions of celebrity spokespeople on the brand in which they’re promoting. However, Parker was so closely associated with her show’s haute couture style that the association didn’t resonate with consumers. Despite his marriage issues that went public in the year 2009, NIKE stood by him and as long as he kept winning on the course, his portfolio regained its stature with time. The company’s manager states that the company is humbled and thrilled to still be in partnership with Tiger Woods, who has been the company’s product promoter for years, through a contract that was signed recently. PROS of Celebrity Endorsements CELEBRITIES ALLOW YOU TO TAP INTO NEW MARKETS The first pro and probably one of the more beneficial ones of the lot is that stars allow you to reach new markets. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity.,Four studies … People who are ‘fans,’ who may have never heard or considered your brand would instantly become curious about trying it. Advantages Power – The cult of celebrity is a cultural phenomenon dating back millennia. And you can unsubscribe when you want. Our monthly marketing packages are designed to help businesses who need to quickly add a marketing department or expand the capabilities of their current department. “An examination on multiple celebrity endorsers in advertising”, Journal of Product & Brand management, Vol. Here is how a celebrity endorsement could increase your brand recognition, ensuring your product or service successfully stands out from the crowd. Definition A product endorsement involves a celebrity, a relevant professional or a business giving its approval for the virtue of a product and recommending it to the customers as a good and safe product. Before they partnered with Michael Jordan, the sportswear brand was primarily a track and tennis brand. For example, at the height of “Sex and the City,” Sarah Jessica Parker signed on as a face of Gap. Analysis of Carbon Price Mechanism in Australia. It Will Help Build Product Credibility; When a company starts producing a new product, the use of a celebrity to promote those products helps build trust between the company and the customers. In 2005, Gap replaced her with Joss Stone and Keith Urban, who are more likely to wear Gap-style clothing in the public eye. Celebrity endorsements communicate to consumers that the celebrity uses the product or service that they are endorsing, and that they prefer it above other products of its kind. How this information is conveyed to the public determines if message has been delivered or not. Effect of Celebrity Endorsement on Brand Image Learning from the example of Nike; the brand is well known in almost all parts of the world, especially being ranked the 16 th most valuable brand by the annual Forbes ranking of The World’s Most Valuable Brands, … FrogDog focuses on building measurable strategies in partnership with client-company leadership that help achieve business goals effectively and efficiently. Since the year 1996, Tiger Woods has been the NIKE celebrity endorser and year by year he has still been able to maintain that position (Egan, 2008). Celebrity advertisements are very effective in creating this perception of quality in the eyes of the consumer. Some celebrities will endorse products for a fee, but that can be a costly way to promote your wares. Brand Reputation: What’s the Difference? Effect of The Economic Climate on The HR... U.S. Aerospace Manufacturing Industry Economic Crisis, Shouldice Hospital Strategic Management Analysis, Issues of HR Management Department’s Visibility in Motivating Employees. Companies enjoy enhanced credibility by choosing and endorsing the right celebrities and celebrity endorsement for their products. Please try again. Need help with branding for your company? Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Nike wanted expand into new markets. There are specific potential advantages of celebrity endorsement, the advertisement in which celebrities are endorsed get more attention as compared to non-celebrity ones, celebrity endorsement helps the company in re-positioning its product/brand and finally entitle the company when it penetrates new in the market or plans to move in international market. The above points are advantages of using a celebrity in promoting products, but on the other hand several disadvantages come with the use of celebrities in product marketing. But when that celebrity becomes engulfed in scandal, companies face the challenges of managing the situation and determining whether to cut ties with their celebrity partners. celebrity endorsement have their specialized niche which ranges from music and film, fitness, fashion, sports, etc. 11, No.1, pp. If they use your product, it shows their fans that it is a product worth using and builds trust in your brand. Currently companies such as EA sports and Rolex are seeking for contracts with him so as to market their products. Advertisement is the only major way a company can promote its products or services. For example, a company may be involved in legal issues or bankruptcy which may lead to loss of customers and their faith in the company; with the use of a celebrity to promote the product the company is able to build its rapport. Media Relations, Press Releases, News Items: What Do I Need? These include; The reputation of a company may be destroyed as a result of celebrity scandals. Many retail companies use celebrities to promote their products with the main reason being to earn trust and credibility of products and services. And who can forget Brooke Shields’ famous line, “You wanna know what comes between me and my Calvins?”. An entrepreneur may lack the ideas to add quality to his or her product but through advertisement and celebrity endorsement, the product gains credibility in the market. Through such instances the use of a celebrity becomes a disadvantage to the company and the consequences pose a great threat to the company. The customers will buy the products in order to see whether what they have learnt about the product is true. Nonetheless, celebrity endorsement can be good or bad depending on the situation. The benefits of using a celebrity for advertising are the ability to: But over the years, many aspiring brands in Asia have jumped on to this celebrity endorsement bandwa… Tweet; There are a lot of obvious pros and cons of having a celebrity endorse your product or service. Yet they have numerous pitfalls that companies should consider before developing an endorsement program. From Humphrey Bogart and Lauren Bacall advertising Robert Burns Cigarillos and Betty Davis selling Lustre Cream Shampoo to Bill Cosby and Jello Pudding, companies have long loved using celebrities to endorse their brands. It’s true: Celebrity endorsements can reap huge rewards for a brand. One of the advantages in celebrity endorsements is an instant establishment of credibility. This activity involves letting the audience know the name of the product, what it is, what it is used for and also gives information on the benefits of using that product. Note: It takes time and repetition for association to occur. The public may see this as just a way for the celebrity to make money and the credibility of the product may suffer due to this; customers may doubt the quality of the product and this would be bad for business. At the height of his popularity and fame due to golf, Tiger Woods had signed up for several product endorsements for many companies (McDonald, 2002). 19-29. “You wanna know what comes between me and my Calvins?”. For example, several sports companies sell and produce the same products NIKE does and this causes high competition between NIKE and other companies. When a celebrity features in several advertisements involving different products, the audience may get carried away and forget the main thing, which is the product, and focus only on the celebrity. For a product to sell there must be some positive regard to the product by the consumers. When you decide to work on celebrity marketing, the attributes of the celebrity automatically get transferred to the brand. When NIKE signed a contract with Tiger Woods to promote their sportswear, the company’s product which includes caps, T-shirts, bands, shoes, and track suits; the products earned the trust of many athletes from different categories of sports including tennis, athletics, and basket-ball (Koekemoer, 2004). Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. When a company starts producing a new product, the use of a celebrity to promote those products helps build trust between the company and the customers. Celebrity endorsement is when a famous person uses their notoriety to help sell a product or service. As a company it is recommended that certain aspects should be examined before signing up for celebrity endorsement of products. 1. For example, several sports companies sell and produce the same products NIKE does and this … (For more information on brand promises, read FrogDog’s article series on branding.) For example, when Tiger Woods takes part in the advertisement of NIKE’s products, General Motors, Rolex, and Gillette; the audience gets lost and forgets what products are being promoted and focus on the celebrity only because that is the only constant feature (McDonald, 2002). Celebrity endorsement is used by companies to enjoy media exposure. To help you figure it out, here are the lists of its pros and cons: List of Pros of Celebrity Endorsements. Around that period many companies distanced themselves from Woods but experts had predicted that his reputation would go back to normal with time. This therefore raises concern within the business marketing sector, is it advantageous for the company or disadvantageous to have a celebrity market their products or services? However there are entrepreneurs who've managed to … Image courtesy of Savatore Vuono/ FreeDigitalPhotos.net. Popularity The major reason why many companies use this strategy is to ride on the popularity of their celebrity … This allusion of quality as a result of the products being used by the celebrities springs from the fact that th… Through this, the use of a celebrity may have a negative impact on the product market as it may lead to customers refraining from the use of the product. Below are the pros and cons of using a celebrity as an endorsement to the company’s products. However, despite having minimal disadvantages they still have a great impact on the product or service. McDonald, D., (2002). Advantages and Disadvantages of Celebrity Endorsement in Marketing, Current Medicaid Modernization in New Mexico. Not all celebrities fit with all brands. Infographic: 5 Pricing Strategies for Special Products and Services, Infographic: Five Essential KPIs for Recruitment Marketing, Why You Should Outsource Your Ongoing Marketing to Professionals, Three Ways Businesses Can Use Reddit For Marketing, Infographic: Tips for Successful Holiday B2B Direct Marketing Efforts, Infographic: 8 Ways to Turn Your Business into a Thought Leader, Why You Should Optimize Your Site for User Experience, Align Your Marketing Story with Your Brand Promise. An example of this is Nike, prior to Michael Jordan … How a Strong Brand Strategy Helps Define Corporate Culture, Infographic: 5 Tips Executives Should Have Handy When a Reporter Calls, Five Essential KPIs for Recruitment Marketing. In several occasions a company may lose its credibility in the market due to various company flaws. Celebrity endorsement will give companies a competitive advantage over similar brands. Advantages of Celebrity Endorsement Can Build Brand Equity Celebrity endorsement can make it easier for a brand taps into new markets. If the celebrity endorsing a brand is well-known then people – especially diehard fans – are more likely to pay attention. There are additional ways to stand out with this advantage as well, including better advertisement recall in the future, staying at the t… However, by the use of a celebrity to promote its products a company can get back on its feet once again. That is why the companies are so much eager to hire them to promote their goods and services. This signifies that the message was received by the customers. As an added bonus, Oprah sits on the board of the corporation, and invested heavily in the company. While obvious advantages of brand recall, greater recognition and association of the brand with the celebrity's stature and personality are always there, it comes with the potential downside when the brand gets associated with the attributes of the endorser and the latter's behaviour becomes contrary to the acceptable societal norms. Celebrity endorsements can build brand equity. Pros and Cons of Celebrity Endorsements. The main objective of any business is to make a profit and this is only achieved through the maximum sale of products and attracting of customers (Egan, 2008). The most sincere celebrity endorsements happen when the celebrity actually uses the product. acting, music, athletics, etc., celebrities are individuals who have ascended to the upper echelon of society. Now of course as a consumer myself, in not only the fashion but also the beauty industry, I can see both the pros and cons of celebrity endoresements on a company’s profile. If the market for a certain product believes in a certain celebrity the highest probability is that they will trust in the product the celebrity is endorsing. They faced consequences because customers withdrew from buying their products and the public viewed them negatively. Celebrity endorsements: advantages & disadvantages. Other companies such as General Motors and Gillette withdrew from him but NIKE stuck with him. Builds credibility; People are attached to their favorite celebrity, and they are generally well-trusted by their fans. We realised the difference between needs and wants: Tata Consumer Products' Richa Arora Prior to Michael Jordan,Nike primarily sponsored tennis and track athletes. Turning to celebrities to promote your products is a natural way to build brand awareness and credibility. When NIKE uses tennis champion Vanessa Williams to advertise their rackets and sportswear the audience gets attracted to the product and they want to try it out. Research: Understanding the Independent Pharmacy Market, Research: Shifting Responsibilities in the Health Care Industry, Research: New Developments in the Payer Landscape. researchers Jagdish Agrawal and Wagner Kamakura. Advantages. Golf champion and superstar Tiger Woods has been a sports icon for many years through his great reputation in the field. Since then, Gap has continued to use celebrities who align better with their brand, such as the Avett Brothers and Kaki King. Yet even if a celebrity is a good fit for the brand, using one for endorsements has its own set of possible risks: Thinking about using a celebrity for endorsement? An entrepreneur may lack the ideas to add quality to his or her product but through advertisement and celebrity endorsement, the product gains credibility in the market. Your subscription could not be saved. When a company decides to involve a celebrity in its advertisements and in product or service marketing, there is a greater advantage to it than disadvantage. For this reason, advertisers aim to select the celebrity who most reflects what the advertising is …show more content… Brands are important company assets. Through this loss of information about the product’s name and its use leads to poor performance in the market. According to research by Harvard Business School professor Anita Elberse and Barclays Capital analyst Jeroen Verleun, a celebrity endorsement increases a company’s sales an average of 4% relative to its competition, and also increases a company’s stock value by 0.25%. It will help build product credibility When a company starts producing a new product, the use of a celebrity to promote those products helps build trust between the company and the customers. 5535 Memorial Drive, Suite F #804 Culture road block can be manipulated by using celebrity with worldwide reputation (Kaikati, 1987). Helps Personify Your Brand. Endorsements can be effected by means of a statement to the public or by the endorsing party using it for all to see. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). A celebrity endorsement gives you the opportunity to reach out to a different set of demographics and new markets with the products that you offer. Power – The cult of celebrity has been influential since the days of the Pharaohs, who were celebrities in their own right. Oprah Winfrey has openly struggled with her weight for years, so her longtime pairing with Weight Watchers feels uniquely authentic. Brand Image vs. He has been the celebrity marketer for sports and Shoe Company known as NIKE. When Tiger Woods was involved with several sex scandals and cases of infidelity, his reputation changed for the worst and many people viewed him negatively. (Boorstin, 2005) Celebrity endorsements carry a lot of benefits for the company of the product they are endorsing. … For instance: if you’ll hire an actor, your brand’s image will automatically turn into something glamorous and exciting, if … Companies spend millions on celebrity endorsements. The belief of getting high quality product. 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