Celebrity endorsement and its impact on sales

Celebrities are playing an ever greater role in modern culture and consumption patterns, serving as arbiters of taste, style and public opinion the world over. Their endorsement and creative input enables them to bring attention, credibility and other intangible benefits to a brand in a way that no other type of advertising can.

Celebrity endorsement and its impact on sales

The use of celebrities in product advertising seems to appear more in TV than in older media, such as radio, print and even cinema.

Actors, athletes, musicians and other notables have lent their talents to TV commercials. Some, like Paul Newmanhave gone so far as to create the products they sell. Due perhaps to its prevalence, in some jurisdictions it is required to indicate in a caption or subtitle if the celebrity endorser was compensated for the endorsement.

That is to say, if you paid the celebrity to endorse your product, you had to mention that on the screen somewhere.

Impact of Celebrity Endorsement on Consumer Buying Behavior

Although most common on TV, a common literary equivalent is to see a brief quotation from one author enthusiastically endorsing the work of another one on the cover or in the opening pages of their latest work. Interestingly, the idea of celebrity endorsements dates back at least to Ancient Rome.

Celebrity endorsement and its impact on sales

Popular gladiators would regularly be paid to endorse various products and services. See Character Celebrity Endorsement for endorsements from celebrities that are not, in fact, real. See also Advertising Campaignsand Character Celebrity Endorsement when the product is promoted by fictional beings, who are celebrities nonetheless.

Some celebrities willing to do endorsements but afraid of being seen as sellouts indulge in Japandering by appearing in foreign ads that are not meant to be seen by their home fanbase. John Cleese did a series of commercials for the Dutch Postbank N.

As can be expected, they were quite funny. So funny in fact, that people remember the commercial, but not what it was for. Diddy Sean Combs, and Adam Levine have all done advertisements for the Proactiv line of acne medication. Revlon relies heavily on celebrity endorsements. Cars Jack Charlton hilariously tried to link car sales to football.

Kristen Bell did a voiceover for Charity: Clothing Lights lent some of her songs to and even appeared in an Old Navy TV ad campaign in early Inverted since these commercials actually introduced her to many of her fans.

Played for laughs by Hanes, who hired quarterback Joe Namath to do a commercial in for their Beautymist line of pantyhose. And yes, he did wear them in the commercial.

Whether the Cos liked it or not, this was the aspect of his career that seemed to live on longest in popular culture. Parodied by The Simpsons: Fox was even given a lifetime supply to Diet Pepsi. Pepsi tended to get the biggest names, although no less than three of them proved problematic: It debuted before the video for the song did, and while nothing in the ad reflected anything in the controversial video, the latter caused enough of an uproar that the former was canned.

Michael Jackson was pressured into shilling for Pepsi in by the rest of his family and wound up severely burned in an accident on the set of one of the resultant ads. Pepsi chose not to renew their contract with him after he cancelled the remainder of the Dangerous Tour they were busy sponsoring when the charges broke.

Cybill Shepherd was in a series ads for the U. Beef Industry Council, although she admitted she is a vegetarian. James Garner also shilled for the Beef Council. Johnny Rotten is advertising Country Life butter. Poor, poor Orson Welles John Cleese did some very funny commercials for Schwepps Ginger Ale.

Kenny Rogers endorsed Dole pineapples, until his contract was canceled after some extra-marital shenanigans came into the public eye. T is a fan of UK chocolate bar Snickers as seen in a number of rather Several New Zealand medal-winning female Olympians and the occasional Paralympian have endorsed New Zealand beef and lamb.

Kurt Angle and the Pizza Outlet chain of Pittsburgh. The next step in building the Mickie James empire is drinking Dr. He also is the main presenter for Match of the Day on The BBC and is a frequent guest on panel games where he is often teased about the connection.

His attitude is generally: Games Art Linkletter used to appear in a small seal on the box of the Game of Life. T, Chuck Norris and more.This research study examines the effect of celebrity endorsement on attitudes towards the advertisement, the product, purchase intentions and recommendation likelihood.

Management&Marketing, volume XII, issue 1/ 42 Tagg, ). Celebrity endorsement becomes effective when consumers can find a . Celebrities advertising products is nothing new, in fact it has been part of our lives for years.

The first celebrity endorsement dates back to the ’s, when the term “brand” still hadn’t been coined initiativeblog.com Wedgewood, a British entrepreneur, created a tea set for Queen Charlotte.

As the term suggests, marketing communication functions within a marketing framework. Traditionally known as the promotional element of the four Ps of marketing (product, place, price, and promotion), the primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding.

Celebrity Endorsement Deals With Insane Payouts Learn which celebrity endorsements were the biggest moneymakers. Nov 03,  · Brain science: Here's why you can't resist celebrity endorsements. The concept of using celebrity endorsements to market products is almost as old as marketing itself.

Celebrity Endorsement - TV Tropes