When Celebrity Endorsement Succeeds

Celebrity endorsement is defined as a form of brand or advertising campaign that involves a well-known person using their fame to help promote a product or service. The basic principle is quite simple, people like celebrities, so if a celebrity likes a product, people will like it. According to industry sources, 20% of all television commercials feature a famous person.

I believe that celebrity endorsement is a good way for a company to promote its product through its consumers, celebrities appear in roughly one-fifth of ads, according to market researchers, and a single company like Nike might spend around half a billion dollars a year on endorsements. Celebrities greatly influence our consumer decisions in making purchases of certain products or brands. Advertisers have always found unique ways of getting the consumer's attention and elevating the status of a particular product.

The Nike empire has many famous athletes sponsoring their products, such as Lebron James, Troy Polamalu, and Tiger woods. These athletes are just some of the hundreds that Nike has sponsored over the years. From their endorsements, consumers are constantly seeing the best sports players in the world using Nike equipment, shoes, or other Nike brand products. This, in turn, gives one the sense of Nike being the best since the best professionals are using it. Thus making the consumer want to buy Nike's products.

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Another great example is Gillette's Mach Fusion advertisement featuring Tiger Woods, Roger Federer, and Thierry Henry, which combined all three of the best golf, tennis, and soccer players in its razor commercial. "A sign of a celebrity is that his name is often worth more than his services. ” - Daniel J Boorstin. Also, in my own point of view, I don’t think a bad celebrity endorsement that backfires can affect consumer buying behavior, according to Katyal. S (2011), Sainsbury’s encountered a problem with Catherine Zeta-Jones, whom the company used for its recipe advertisements, when she was caught shopping at Tesco.

A similar case happened with Britney Spears, who endorsed one cola brand and was repeatedly caught drinking another brand of cola on tape. I totally disagree with this claim, why will people not want to buy a recipe from Sainsbury because Catherina Zeta-Jones was caught using a different product, are they trying to say she should only use the product she advertises on TV? And concerning Britney spears, is she only supposed to devote her life to coca cola brands only? Assuming she was thirsty for the sprite of Fanta, she should not drink it in public because she advertised for coca cola brand only.

People don’t really understand what consumer endorsement means, if a certain celebrity is used for a product, it means that the product is good enough for everybody, that's if you like the person being used. For example, the Nike snicker being advertised by Lebron James is used because of his popularity and his athletic background, which is a successful one. They mean, if a person like Lebron can use their product, u can use it too. And it's telling its customers that Lebron has approved the product to be a good one which is why he signed the endorsement contract.

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