The Male & Female Celebrity Endorsement, and Brands using them Essay Example

This approach makes the product more relatable to the common consumer.

Utilizing professional sports figures who are local can be extremely effective due to the devoted fan base for hometown heroes and teams. Both Avia and Hertz have ceased utilizing athletes in their marketing efforts. Avia's focus is shifting towards women, with one ad featuring a grocery store instead of athletics.

Hertz has opted to not utilize professional athletes, presumably due to the O.J. Simpson scandal. This decision puts them in the minority of companies who have chosen to end their use of sports endorsers. (Dyson and Turco, 1998) According to surveys, organizations have various reasons for utilizing different forms of advertising.

When offering Fast Moving Consumer Goods (FMCG), an organization may choose television and newspaper ads over magazines and internet advertisements. However, e-service providers may prefer magazines and internet ads, while disregarding television and newspaper ads altogether. Magazines often have specialized content related to fashion, business, and economics. The advantages and disadvantages of celebrity endorsements in fashion advertisements have been researched, with several potential benefits emerged. Celebrity endorsements can increase campaign responsiveness as customers tend to associate the campaign with the celebrity, which is especially crucial for brand recall.

- By associating with a celebrity, an organization's profile and media exposure can be heightened, improving both product and overall brand image.
- As trend analyses have shown, attracting new customers is a common occurrence amongst celebrity fans who become interested in the product showcased.
- Using celebrities in campaigns can also shift attention away from non-celebrity issues and place the spotlight on the star.
- Offering sponsorship and encouraging donations can offset initial high costs incurred

when hiring an expensive celebrity, making fundraising more viable.

There are several ways in which a celebrity can be utilized to enhance the success of an advertisement campaign. Firstly, involving a celebrity can help to mobilize public opinion and increase public involvement, which is often a key measure of success. Secondly, a long-running campaign can be invigorated by launching a series of advertisements featuring the celebrity in different styles. Finally, if the celebrity has a personal connection to the product or service being advertised, they can provide a testimony which can further boost the credibility of the campaign.

The potential drawbacks of utilizing celebrity endorsements in campaigns can include inappropriate campaign design, as some issues may not be suitable for celebrity support. Additionally, dependency on celebrity backers should be avoided and the charity's central campaign message should not be overshadowed by celebrity fame and publicity. Contingency planning is essential in the event of negative media attention, and organizations must decide when to support celebrities or maintain a distance. The considerable cost associated with celebrity endorsement should also be considered.

Although they may come with a hefty price tag, high profile celebrities can help draw in larger crowds.