Star Gollnick: Depends who the celebrity is, if there super famous then of course the publicity they will bring will increase the profits from everyone trying to copy the celebrity and get whatever it is theyre promoting.If the celebrity is someone crap though then they just look daft and the company can turn totally downwards, just remember burberry when it brought out the famous check clothing, everyone wanted to get hold of it soo much but then the chavs of the celebrity world started to follow and it suddenly became cringworthy to be seen in anything burberry! its taken them a few years to build up there reputation again and now dont really advertise through celebrities as much as they used to!...Show more
Robin Marchione: yes celebrity endorsement is quite effective when u look at the big picture.....the ads reach to the masses n not all of them use intellects while watching....most of them dont even care what the celebrity says about the product....they watch ! at a 'feeling' level where what only matters is their liking for the celebrity leading to their buying of the product....however people who are out of the box thinkers n go on putting intellect everywhere prefer taking their own decisions that are not based on what their favorite actors say......Show more
Elden Bardach: Yes it does work otherwise companies wouldn't use them. Celebrities are a brand and people associate them with certain traits that they believe will reflect on them. Nike really weren't that big a company until they got Michael Jordan to endorse air jordans. they went from being a company selling sports shoes to amassive global lifestyle brand.
Booker Moros: Advertisers have attempted to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence on consumer buying behavior.For example, Omnicom agency Davie Brown Entertainment has cr! eated an independent index for brand marketers and advertising! agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent. According to the Wall Street Journal, the so-called "Davie-Brown Index" will "enable advertisers and ad-agency personnel to determine if a particular public figure will motivate consumers who see them in an ad to purchase the product advertised."Celebrity endorsements have proven very successful in China where, due to increasing consumerism, it is considered a status symbol to purchase an endorsed product. On August 1, 2007 laws were passed banning healthcare professionals and public figures such as movie stars or pop singers from appearing in advertisements for drugs or nutritional supplements. A spokesperson stated: "A celebrity appearing in drug advertising is more likely to mislead consumers, therefore, the state must consider controlling medical advertisements and strengthen the management of national celebrities appearing in medical advertisements." China had al! ready banned its own athletes from taking part in any advertising and public relations work in the year 2006. Additionally, some Chinese companies now use a 3rd party 'testimonial authentication company' called Testimonial Shield that verifies the authenticity of testimonials presented in marketing efforts. It seems, most websites, TV commercials/infomercials and even magazine articles included this company's 'seal of authenticity'......Show more
Fritz Hawkey: I think it is effective. A lot of people want to wear the same things their favorite celebrity does, they want to do what the celebrities do, and want to feel what its like, even if it does mean merely buying a product that a celebrity wears and represents.
Melina Minneweather: I am interested in finding out more about this too
No comments:
Post a Comment