How Celebrities can be used in Advertising to the Best Advantage?

<!DOCTYPE html> <html lang="en" dir="ltr"> <head>  <script async src="https://www.googletagmanager.com/gtag/js?id=G-P63WKM1TM1"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-P63WKM1TM1'); </script>  <script type="text/javascript" > (function(m,e,t,r,i,k,a){m[i]=m[i]||function(){(m[i].a=m[i].a||[]).push(arguments)}; m[i].l=1*new Date(); for (var j = 0; j < document.scripts.length; j++) {if (document.scripts[j].src === r) { return; }} k=e.createElement(t),a=e.getElementsByTagName(t)[0],k.async=1,k.src=r,a.parentNode.insertBefore(k,a)}) (window, document, "script", "https://mc.yandex.ru/metrika/tag.js", "ym"); ym(55165297, "init", { clickmap:false, trackLinks:true, accurateTrackBounce:true, webvisor:false }); </script> <noscript><div><img src="https://mc.yandex.ru/watch/55165297" style="position:absolute; left:-9999px;" alt="" /></div></noscript>    <title>How Celebrities can be used in Advertising to the Best Advantage?</title> <meta name="description" content="How Celebrities can be used in Advertising to the Best Advantage?"> <meta name="keywords" content="Advertising, celebrity, celebrity endorsements, effectiveness of celebrity."> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <meta name="citation_title" content="How Celebrities can be used in Advertising to the Best Advantage?"> <meta name="citation_author" content="Laimona Sliburyte"> <meta name="citation_publication_date" content="2009/10/26"> <meta name="citation_journal_title" content="International Journal of Humanities and Social Sciences"> <meta name="citation_volume" content="3"> <meta name="citation_issue" content="10"> <meta name="citation_firstpage" content="2010"> <meta name="citation_lastpage" content="2015"> <meta name="citation_pdf_url" content="https://publications.waset.org/14273/pdf"> <link 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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.</p> <iframe src="https://publications.waset.org/14273.pdf" style="width:100%; height:400px;" frameborder="0"></iframe> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Advertising" title="Advertising">Advertising</a>, <a href="https://publications.waset.org/search?q=celebrity" title=" celebrity"> celebrity</a>, <a href="https://publications.waset.org/search?q=celebrity%20endorsements" title=" celebrity endorsements"> celebrity endorsements</a>, <a href="https://publications.waset.org/search?q=effectiveness%20of%20celebrity." title=" effectiveness of celebrity."> effectiveness of celebrity.</a> </p> <p class="card-text"><strong>Digital Object Identifier (DOI):</strong> <a href="https://doi.org/10.5281/zenodo.1082675" target="_blank">doi.org/10.5281/zenodo.1082675</a> </p> <a href="https://publications.waset.org/14273/how-celebrities-can-be-used-in-advertising-to-the-best-advantage" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/14273/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/14273/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/14273/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/14273/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/14273/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/14273/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/14273/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/14273/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/14273/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/14273/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/14273.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">3684</span> </span> <p class="card-text"><strong>References:</strong></p> <br>[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 <br>[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 <br>[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 <br>[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 <br>[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/ <br>[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 <br>[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 <br>[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/ <br>[9] Hsu, C., McDonald, D. (2002). 脭脟脳An examination on multiple celebrity endorsers in advertising. Journal of Product and Brand Management. (Online). Volume 1. Available: http://www.emeraldinsight.com <br>[10] Kamins M. A., Brand M. J., Hoeke S. A. (1989). 脭脟脳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/ <br>[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 <br>[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 <br>[13] Petty R. E., Cacioppo J. T. (1986). The elaboration likelihood model of persuasion. New York, <br>[14] Seno D., Lukas B. A. (2007). 脭脟脳The equity effect of product endorsement by celebrities". European Journal of Marketing. (Online). Volume 1/2, Available: http://www.emeraldinsight.com <br>[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 <br>[16] Till B. D., Busler M. (1998). 脭脟脳Matching products with endorsers: attractiveness versus expertise". Journal of Consumer Marketing. (Online). Volume 6, Available: http://www.emeraldinsight.com <br>[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 <br>[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 <br>[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. 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How Celebrities can be used in Advertising to the Best Advantage?