When people recognize a familiar face they tend to focus on it more. ... Take Puma for example: can you imagine advertising Puma when their target audience only ranges from 18–30 years old? [Figure][1] Celebrity endorsement in advertising is grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. It's unclear how celebrity endorsements, especially the most unusual ones, come to be. Viewers saw her transformation, and because she was a popular celebrity, Jenny Craig's business increased. Celebrity endorsement advertising has been recognized as a “ubiquitous feature of modern day marketing” (McCracken 1989; Keller 2008). For example, Valerie Bertinelli promoted the Jenny Craig weight loss program. 5 Reasons Why Celebrity Endorsements Work! Celebrity Endorsements Engaging a 'name' to promote your brand It's virtually impossible in today's world to surf the Internet, open a newspaper, magazine, or watch television without being confronted with a celebrity promoting something. Celebrity endorsement marketing strategies go back as far as the concept of celebrities. Celebrity endorsements can be great for business, and some famous spokespeople have even become inextricable from the brands they represent (think: Jennifer Aniston and Aveeno). Companies have various methods of creating convincing advertising campaigns. Marketing implications of Celebrities Endorsement. Furthermore, celebrity endorsement activity has been increasing over the past years (Biswas, Hussain & O’Donnell 2009). In this lesson, you will learn the benefits and drawbacks of choosing celebrity endorsements as an advertising method.
! Celebrities have built- Think about it. In the early 1900s Mark Twain co-branded pens and Ty Cobb had his own tobacco.
A celebrity endorsement provides an alternative to creative ads. Use of celebrity in advertising also draws more attention than the average actor or model. The allure of a product endorsed by a famous person was powerful then, and that attraction continues today.