Celebrities Essay Example | Topics and Well Written Essays - 1000 words

Celebrities - Essay ExampleAs a result, there are pros and cons when a company decides to contract a celebrity to be the face of its carrefour or service. Celebrity endorsers are individuals who are known to the public for achievements in areas unseasoned(prenominal) than that of the product-category endorsed. The individual enjoys public acknowledgement and who uses this acknowledgement on behalf of a product or service by appearing with it in an advertisement. As well as promoting established brands, celebrity endorsers are used to promulgate new brand images, reposition brands or introduce new ones (Pride, 2013). The use of celebrities has become a popular practice for companies competing in todays cluttered media environment, with one in five marketing campaigns now featuring celebrities. The use of celebrities as endorsers tends to create, attempts to create positive do in the minds of consumers, operating alongside consumers owned culturally formed meanings. Companies inve st large sums of money to align their brands and themselves with endorsers. The rising popularity of this phenomenon is due to increasing consumer consciousness and new product proliferation, and encouraging marketers to use attention-creating media stars to assist in product marketing. Initially, the use of celebrity endorsers seemed to be an all-gain/no-risk situation, but as with any dynamic marketing discourse strategy, there are potential hazards (Dietrich & Livingston, 2012). Hence, before a company embarks on the process of hiring celebrity endorsers to market its product and services, it ought to critically analyze the pros and cons of using this variant of marketing strategy. Nike is one of the companies that have enlisted the services of celebrity to market its new elite speed mercurial vapor playing boots currently worn by Cristiano Ronaldo and Lionel Messi. Pros of celebrity endorsers Celebrity endorsers can create positive buzz and attract both new customers and inves tors. The exposure companies can get by associating by their products with a celebrity is such a lucrative opportunity such that businesses often give away products in the hope of attracting celebrity interest. Furthermore, celebrity endorsers help to extend mainstream exposure. Most companies are aware the Western culture is infatuated with celebrities. Hence, for a company that has just gained a foothold of the market, the use of a celebrity regard will enable the company to drive a lot of eyeballs towards its product or service. The use of celebrity endorsers will help to increase the credibility of the product. even up though there are celebrities that have developed a love to hate relationship with members of the public, their appearance in various products can help to nonplus the appearance of credibility for both developing and established companies. A lot of consumers prefer to use that product or service that has a celebrity on it since it signifies that the product has something worth checking out. The use of celebrity endorsers tends to generate compelling content, which has often, proved to be an elusive aspect for content-driven businesses. As a result, the use of celebrities will enable the company to produce the type of content that can hardly be bought regardless of the amount of money that the company intends to use in marketing the product or servic