Impact of Celebrity Endorser in Product Advertisement -...

This preview shows page 1 - 4 out of 39 pages.

Chapter IThe Problem and Its SettingIntroductionThe intense usage of celebrity endorsement as a tool ofadvertising strategy has increased drastically in the pastfew years; celebrities have been used to promote variouskinds of products and services, from sports tobeverages to all kinds of electronics and severalother products. The drastic rise of celebrity endorsers isnot limited to a specific sector of the economy, companiesusing celebrity endorsement cut across all industrycategories –including packaged goods, telecommunication,financial services and automobile industries (Thompson,2010, Okorie, 2010; Okorie &Aderogba, 2011). In theUnited States, 25% of all advertisements in newspapersand magazines employ the use of endorsers (White,2009). In essence, these measures suggest that manyUS firms have bought into the hypothesis that celebrityendorsers positively impact consumers’ attitude to anassociated brand (Ohanian, 2009; Okorie & Aderogba, 2011).The significance of celebrity endorsers in brandcommunication strategies does not only recline in the factthat they are used by firms who wish to increase income,but in how these celebrities add value to a company,1
brand or product. Amos, Holmes & Strutton (2009) havealso observed that celebrity endorsement is more likely tobe observed for those products having a high price-production cost margin and on a large customer base. In other words, celebrity endorsements are moreemblematic for nationally marketed products then forlocal or niche market products and for products.Conglomerates invest huge amounts of money to drawparallels between its products and a celebrity inthe belief that it would help attract attention tothe products/services endorsed and help transfer theimage values of the products/services through the fameof a celebrity (Meenaghan and OMahony, 2009)Statement of the Problem:This study will discuss the Impact of CelebrityEndorser in Product Advertisement to Selected CAS studentsof WU-PSpecifically, the study will seek answers to thefollowing questions:1.How may the profile of the respondents be described interms of :1.1 age1.2 gender2
1.3 civil status2. How may the celebrity under beauty productscategorized in terms of:a.profession /Occupation( actor, comedian, singer,sportman, etc )b.Rate( attractiveness / knowledgeable in theproducts and Persuasiveness 3.Effect of Celebrity Endorser to the CAS Students as totheir chosen Beauty Products

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture