Advertising is an important part of a company’s commercial activities and companies spend a huge amount of money to run adverts so as to communicate information to their customers about their company, brand and product. Companies understand what it means to always be in the heart of their consumers, so they always have a set aside budget for this course. In creating a promotional video or banner, companies usually use unknown people, cartoon artworks and for very large corporation, they use celebrities.
Celebrities are people who have become public figures because of their credibility or attractiveness or because of both.
Celebrity endorsement is the use of famous personalities to advertise and generate buzz around a product or services.
Celebrities like Michael Jordan who have made more money from endorsement deals with company to playing basketball are an example of celebrity brands commanding influx of people due to his fame. A lot of people have purchased a particular product because of a celebrity they know who uses the same item.
Have you thought why companies go really far to get celebrities to be the face for their product? Do you think it is to drive sales or to show quality?
Celebrity Endorsement to Drive Sales
A very good example is Nike, a sport apparel and wears company which teamed with Michael Jordan and reached a contract allowing Jordan to be the face of their brand product. This deal in 1984 increased the sales of Nike Air Jordan and till date, Nike Jordan dominates 75 percent of basketball shoe sales and over 11% of the overall shoe sales in the United States.
No doubt that celebrity endorsement and advertising can influence customer purchase as customers trust their judgment, build brand awareness since they have the crowd and followers, as well as breathe life into a failing brand since people love their personality but does this proof that the product being advertised or promoted is a quality product.
- Have you bought a product promoted by a celebrity only to be disappointed that the product isn’t worth the hypes?
- Do celebrities test the quality of the product they are about to become ambassadors for or are they just doing their job so as to get paid?
- Do you think we are just been played by using celebrity for advertising?
- Which will you buy, a product that has the face of a celebrity or a product with a regular face?
Hi @federickbangs
I do not think I have consciously bought any product because of celebrity endorsement. However, perhaps I am not such a fashionable person who closely follows celebrity life.
I do believe though it has worked and your Nike Jordon one is the most famous example. Actually, it is proof that celebrity endorsement works.
Another striking example for me is Nespresso and their use of George Clooney.
In this example, Nespresso are trying to show a particular luxury lifestyle and associated it with their product. The consumer should feel that they can have a taste of luxury lifestyle by consuming their product.
Another great post. Upvoted.
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I really appreciate your opinion, there are people who will want to follow the complete lifestyle of a particular celebrity and there are people who buy certain products because of the celebrity used for the purpose of advertising the product, so I do not think it can be under estimated.
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Resteemed already :) Upvote on the way
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