Impact of Celebrity Endorser in Product Advertisement - Chapter I The Problem and Its Setting Introduction The intense usage of celebrity endorsement as

Impact of Celebrity Endorser in Product Advertisement -...

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Chapter I The Problem and Its Setting Introduction The intense usage of celebrity endorsement as a tool of advertising strategy has increased drastically in the past few years; celebrities have been used to promote various kinds of products and services, from sports to beverages to all kinds of electronics and several other products. The drastic rise of celebrity endorsers is not limited to a specific sector of the economy, companies using celebrity endorsement cut across all industry categories –including packaged goods, telecommunication, financial services and automobile industries (Thompson, 2010, Okorie, 2010; Okorie &Aderogba, 2011). In the United States, 25% of all advertisements in newspapers and magazines employ the use of endorsers (White, 2009). In essence, these measures suggest that many US firms have bought into the hypothesis that celebrity endorsers positively impact consumers’ attitude to an associated brand (Ohanian, 2009; Okorie & Aderogba, 2011). The significance of celebrity endorsers in brand communication strategies does not only recline in the fact that they are used by firms who wish to increase income, but in how these celebrities add value to a company, 1
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brand or product. Amos, Holmes & Strutton (2009) have also observed that celebrity endorsement is more likely to be observed for those products having a high price- production cost margin and on a large customer base. In other words, celebrity endorsements are more emblematic for nationally marketed products then for local or niche market products and for products. Conglomerates invest huge amounts of money to draw parallels between its products and a celebrity in the belief that it would help attract attention to the products/services endorsed and help transfer the image values of the products/services through the fame of a celebrity (Meenaghan and O Mahony, 2009) Statement of the Problem: This study will discuss the Impact of Celebrity Endorser in Product Advertisement to Selected CAS students of WU-P Specifically, the study will seek answers to the following questions: 1. How may the profile of the respondents be described in terms of : 1.1 age 1.2 gender 2
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1.3 civil status 2. How may the celebrity under beauty products categorized in terms of: a. profession /Occupation( actor, comedian, singer, sportman, etc ) b. Rate( attractiveness / knowledgeable in the products and Persuasiveness 3. Effect of Celebrity Endorser to the CAS Students as to their chosen Beauty Products
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  • Spring '17
  • Danilo D. Cruz
  • Advertising, Brand, Celebrity, celebrity endorsement, celebrity endorser, Mascom Research

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