How Celebrities can be used in Advertising to the Best Advantage?
The ever increasing product diversity and competition on the market of goods and services has dictated the pace of growth in the number of advertisements. Despite their admittedly diminished effectiveness over the recent years, advertisements remain the favored method of sales promotion. Consequently, the challenge for an advertiser is to explore every possible avenue of making an advertisement more noticeable, attractive and impellent for consumers. One way to achieve this is through invoking celebrity endorsements. On the one hand, the use of a celebrity to endorse a product involves substantial costs, however, on the other hand, it does not immediately guarantee the success of an advertisement. The question of how celebrities can be used in advertising to the best advantage is therefore of utmost importance. Celebrity endorsements have become commonplace: empirical evidence indicates that approximately 20 to 25 per cent of advertisements feature some famous person as a product endorser. The popularity of celebrity endorsements demonstrates the relevance of the topic, especially in the context of the current global economic downturn, when companies are forced to save in order to survive, yet simultaneously to heavily invest in advertising and sales promotion. The issue of the effective use of celebrity endorsements also figures prominently in the academic discourse. The study presented below is thus aimed at exploring what qualities (characteristics) of a celebrity endorser have an impact on the ffectiveness of the advertisement in which he/she appears and how.
[1] Agrawal J., Kamakura W. A. (1995). "The economic worth of celebrity
endorsers: an event study analysis". Journal of Marketing. (Online).
1995, Volume 3. Available:
http://www.rondonsja.com/New_Folder/Research/EconomicWorthofCel
ebrities.pdf
[2] Amos C., Holmes G., Strutton D. (2008). "Exploring the relationship
between celebrity endorser effects and advertising effectiveness".
International Journal of Advertising. (Online). Volume 2. Available:
http://hull.aug.edu/thoughtLeadership/research/Amos-Holmes-Strutton-
IJA-2008.pdf
[3] Brybe A., Whitehead M., Breen S. (2003). "The naked truth of celebrity
endorsement". British Food Journal. (Online). Volume 4/5. Available:
http://www.emeraldinsight.com
[4] Bruce M. R., Shimp, T. A., Tomoaki S. (2001). "Celebrity endorsements
in Japan and the United States: is negative information all that harmful?"
Journal of Advertising Research. (Online). Volume 3. Available:
http://www.accessmylibrary.com
[5] Bush A. J., Bush V. D., Martin C. A. (2004). "Sports Celebrity Influence
on the Behavioral Intentions of Generation Y". Journal of Advertising
Research. (Online). Volume. 10. Available:
http://journals.cambridge.org/
[6] Choi S. M., Salmon C. T. (2003). "The elaboration likelihood model of
persuasion after two decades: a review of criticism and contributions".
The Kentucky Journal of Communication. (Online), Volume 1.
Available: http://www.kycommunication.com/kcasample.pdf
[7] Daneshvary R., Schwer R. K. (2000). "The association endorsement
and consumers intention to purchase". Journal of Consumer Marketing .
(Online). Volume 3. Available: http://www.emeraldinsight.com
[8] Erdogan B. Z., Baker M. J. (1999). "Celebrity endorsement: advertising
agency managers- perspective". Cyber Journal of Sport Marketing .
(Online). Volume 2. Available: http://fulltext.ausport.gov.au/fulltext/
[9] Hsu, C., McDonald, D. (2002). ÔÇ×An examination on multiple celebrity
endorsers in advertising. Journal of Product and Brand Management.
(Online). Volume 1. Available: http://www.emeraldinsight.com
[10] Kamins M. A., Brand M. J., Hoeke S. A. (1989). ÔÇ×Two-sided versus
one-sided celebrity endorsements: the impact on advertising
effectiveness and credibility. Journal of Advertising. (Online). Volume
3. Available: http://www.allbusiness.com/
[11] Kathleen A. F., Gordon V. K., Kenneth W. M. (2000). "Celebrity
Performance and Endorsement Value: The Case of Tiger Woods".
Managerial Finance . (Online). Volume 7. Available:
http://www.emeraldinsight.com
[12] Klaus N., Bailey A. A. (2008). "Celebrity Endorsements: An
Examination of Gender and Consumers- Attitudes". Americal Journal of
Bussiness. (Online). Volume 2. Available: http://www.bsu.edu
[13] Petty R. E., Cacioppo J. T. (1986). The elaboration likelihood model of
persuasion. New York,
[14] Seno D., Lukas B. A. (2007). ÔÇ×The equity effect of product endorsement
by celebrities". European Journal of Marketing. (Online). Volume 1/2,
Available: http://www.emeraldinsight.com
[15] Silvera D. H., Austad, B. (2004). "Factors predicting the effectiveness of
celebrity endorsement advertisements". European Journal of Marketing .
(Online). Volume 11/12. Available: http://www.emeraldinsight.com
[16] Till B. D., Busler M. (1998). ÔÇ×Matching products with endorsers:
attractiveness versus expertise". Journal of Consumer Marketing.
(Online). Volume 6, Available: http://www.emeraldinsight.com
[17] Till, B. D., Shimp, T. A. (1998). "Endorsers in Advertising: The Case of
Negative Celebrity Information". Journal of Advertising. (Online).
Volume 1. Available: http://www.accessmylibrary.com
[18] Van der Waldt D.L.R., Schleritzko N.E.A., Van Zyl K. (2007). "Paid
versus unpaid celebrity endorsement in advertising: an exploration"
African Journal of Business Management. (Online). Volume 7.
Available: http://www.academicjornals.org
[19] White D. W., Goddard L., Wilburn N. (2009). "The effects of negative
information transference in the celebrity endorsement relationship". International Journal of Retail & Distribution Management . (Online). Volume 4. Available: http://www.emeraldinsight.com
[1] Agrawal J., Kamakura W. A. (1995). "The economic worth of celebrity
endorsers: an event study analysis". Journal of Marketing. (Online).
1995, Volume 3. Available:
http://www.rondonsja.com/New_Folder/Research/EconomicWorthofCel
ebrities.pdf
[2] Amos C., Holmes G., Strutton D. (2008). "Exploring the relationship
between celebrity endorser effects and advertising effectiveness".
International Journal of Advertising. (Online). Volume 2. Available:
http://hull.aug.edu/thoughtLeadership/research/Amos-Holmes-Strutton-
IJA-2008.pdf
[3] Brybe A., Whitehead M., Breen S. (2003). "The naked truth of celebrity
endorsement". British Food Journal. (Online). Volume 4/5. Available:
http://www.emeraldinsight.com
[4] Bruce M. R., Shimp, T. A., Tomoaki S. (2001). "Celebrity endorsements
in Japan and the United States: is negative information all that harmful?"
Journal of Advertising Research. (Online). Volume 3. Available:
http://www.accessmylibrary.com
[5] Bush A. J., Bush V. D., Martin C. A. (2004). "Sports Celebrity Influence
on the Behavioral Intentions of Generation Y". Journal of Advertising
Research. (Online). Volume. 10. Available:
http://journals.cambridge.org/
[6] Choi S. M., Salmon C. T. (2003). "The elaboration likelihood model of
persuasion after two decades: a review of criticism and contributions".
The Kentucky Journal of Communication. (Online), Volume 1.
Available: http://www.kycommunication.com/kcasample.pdf
[7] Daneshvary R., Schwer R. K. (2000). "The association endorsement
and consumers intention to purchase". Journal of Consumer Marketing .
(Online). Volume 3. Available: http://www.emeraldinsight.com
[8] Erdogan B. Z., Baker M. J. (1999). "Celebrity endorsement: advertising
agency managers- perspective". Cyber Journal of Sport Marketing .
(Online). Volume 2. Available: http://fulltext.ausport.gov.au/fulltext/
[9] Hsu, C., McDonald, D. (2002). ÔÇ×An examination on multiple celebrity
endorsers in advertising. Journal of Product and Brand Management.
(Online). Volume 1. Available: http://www.emeraldinsight.com
[10] Kamins M. A., Brand M. J., Hoeke S. A. (1989). ÔÇ×Two-sided versus
one-sided celebrity endorsements: the impact on advertising
effectiveness and credibility. Journal of Advertising. (Online). Volume
3. Available: http://www.allbusiness.com/
[11] Kathleen A. F., Gordon V. K., Kenneth W. M. (2000). "Celebrity
Performance and Endorsement Value: The Case of Tiger Woods".
Managerial Finance . (Online). Volume 7. Available:
http://www.emeraldinsight.com
[12] Klaus N., Bailey A. A. (2008). "Celebrity Endorsements: An
Examination of Gender and Consumers- Attitudes". Americal Journal of
Bussiness. (Online). Volume 2. Available: http://www.bsu.edu
[13] Petty R. E., Cacioppo J. T. (1986). The elaboration likelihood model of
persuasion. New York,
[14] Seno D., Lukas B. A. (2007). ÔÇ×The equity effect of product endorsement
by celebrities". European Journal of Marketing. (Online). Volume 1/2,
Available: http://www.emeraldinsight.com
[15] Silvera D. H., Austad, B. (2004). "Factors predicting the effectiveness of
celebrity endorsement advertisements". European Journal of Marketing .
(Online). Volume 11/12. Available: http://www.emeraldinsight.com
[16] Till B. D., Busler M. (1998). ÔÇ×Matching products with endorsers:
attractiveness versus expertise". Journal of Consumer Marketing.
(Online). Volume 6, Available: http://www.emeraldinsight.com
[17] Till, B. D., Shimp, T. A. (1998). "Endorsers in Advertising: The Case of
Negative Celebrity Information". Journal of Advertising. (Online).
Volume 1. Available: http://www.accessmylibrary.com
[18] Van der Waldt D.L.R., Schleritzko N.E.A., Van Zyl K. (2007). "Paid
versus unpaid celebrity endorsement in advertising: an exploration"
African Journal of Business Management. (Online). Volume 7.
Available: http://www.academicjornals.org
[19] White D. W., Goddard L., Wilburn N. (2009). "The effects of negative
information transference in the celebrity endorsement relationship". International Journal of Retail & Distribution Management . (Online). Volume 4. Available: http://www.emeraldinsight.com
@article{"International Journal of Business, Human and Social Sciences:63276", author = "Laimona Sliburyte", title = "How Celebrities can be used in Advertising to the Best Advantage?", abstract = "The ever increasing product diversity and competition on the market of goods and services has dictated the pace of growth in the number of advertisements. Despite their admittedly diminished effectiveness over the recent years, advertisements remain the favored method of sales promotion. Consequently, the challenge for an advertiser is to explore every possible avenue of making an advertisement more noticeable, attractive and impellent for consumers. One way to achieve this is through invoking celebrity endorsements. On the one hand, the use of a celebrity to endorse a product involves substantial costs, however, on the other hand, it does not immediately guarantee the success of an advertisement. The question of how celebrities can be used in advertising to the best advantage is therefore of utmost importance. Celebrity endorsements have become commonplace: empirical evidence indicates that approximately 20 to 25 per cent of advertisements feature some famous person as a product endorser. The popularity of celebrity endorsements demonstrates the relevance of the topic, especially in the context of the current global economic downturn, when companies are forced to save in order to survive, yet simultaneously to heavily invest in advertising and sales promotion. The issue of the effective use of celebrity endorsements also figures prominently in the academic discourse. The study presented below is thus aimed at exploring what qualities (characteristics) of a celebrity endorser have an impact on the ffectiveness of the advertisement in which he/she appears and how.
", keywords = "Advertising, celebrity, celebrity endorsements, effectiveness of celebrity.", volume = "3", number = "10", pages = "2021-6", }
