ABSTRACT:
Advertising is the only way to project the product and the company onto this global world. It is probably the only way to reach the consumers. Marketing the product produced is as important as the creativity used to manufacture the product. Advertising on the whole helps business as well as the economy to prosper and makes the consumer aware of the various choices that are available to him.
Spending on advertising is huge. One often quoted statistic by market research firm ZenithOptimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs.
Marketers have been using celebrities in commercials, print campaigns and promotions for years, because done properly, it works. Celebrities get the viewer's attention; but whether they work to sell the product depends on proper celebrity casting.
Do we really need to spend a fortune on these celebrities just to market our product, just to convince the consumers. Are we taking the right step? Is it the only way to reach the consumers?
Are we deceiving the consumers by giving them a false idea? Yes it may be a right option but no the only option.
Doing it right is the biggest challenge, a challenge that is answered in better response and higher sales volume
ADVERTISING AND CELEBRITY ENDORSEMENTS
The use of celebrities as part of marketing communications strategy is a fairly common practice for major firms in supporting corporate or brand imagery.
Celebrity endorsements presently considered by marketers to be some sort of an infallible magic formula may soon lose their dazzle. In the history of advertising — products or services, political parties or ideas — celebrities hav ...