Celebrity Endorsement

In: Computers and Technology

Submitted By chuapeikun
Words 2446
Pages 10
SEMESTER I 2014/2015

IE21103
MARKETING

ESSAY (INDIVIDUAL WORK)
WEIGHT: 10%
QUESTION 1

PREPARED BY:

Name | Matric No. | CHUA PEI KUN | BI12110028 |

DATE OF SUBMISSION:
9th October 2014

PREPARED FOR: Madam Nona Masnie Mohd Nistah

TABLE OF CONTENTS

No | Title | Page | 1 | Introduction | 3-4 | 2 | Reasons for celebrity endorsement | 5-6 | 3 | Effects of celebrity endorsement | 7-8 | 4 | Conclusions | 8-9 | 5 | Bibliography | 9-10 |

Question 1 Consider brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © each brand appointing celebrities as their product ambassador. How does the use of celebrity endorsement enhance brand awareness and brand image?

1. Introduction
How does the use of celebrity endorsement enhance brand awareness and brand image? First, we need to understand what celebrity endorsement is. Definition of celebrity is an individual who is known to the public (Friedman & Friedman, 1979). Brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © appointing celebrities as their product ambassador to communicate brand images and information to consumers. People tend to overlook a lot of adverting and marketing tactics in this fast-paced life but people hardly goes unseen of the presence of a celebrity. Many researches report that customers have a need to gain an insight about the lives of celebrity personalities, which is why celebrity can catch consumer attention easily. Many organizations use celebrities in their marketing in hopes that it will have positive impact and drive up sales. Advertisers believe that the use of a celebrity affects advertising effectiveness, brand recall and recognition, as well as purchase intentions and follow-through (Spryet al., 2011).

Celebrity can be used for endorsements in four ways. They are testimonial, endorsement, actor and spokesperson. Celebrity…...

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