Fundamental of Advertising Essay Example | Topics and Well Written Essays - 1500 words

Fundamental of Advertising - Essay Example Moreover, if the endorsing celebrity were to be experiencing scandals, then this could actually damage the corporate image of the advertiser. In addition, recommendation fatigue could ensue, if there were to be a high frequency use of the same celebrity (Huang, Hsieh, & Chen, 2011, p. 9971). It has been a long standing practice with marketers to improve the appeal of a brand by resorting to celebrity endorsement. Celebrities, unlike non – celebrities, can significantly improve the image of a product, and render an advertisement outstanding. In fact, a global celebrity can successfully traverse language barriers and promote a product in the international market. They serve to develop a para – social relationship, despite the absence of direct contact with consumers (Tantiseneepong, Gorton, & White, 2012, p. 57). A major advertising strategy is to resort to celebrity endorsers. In this advertising technique, a famous person recommends a product in an advertisement. It has been demonstrated by several studies that celebrity endorsers enhance recall rates with regard to marketing communications. Moreover, this strategy achieves a positive impact upon the attitude of consumers with regard to the brand (Boyland, Harrold, Kirkham, & Halford, 2012, p. 659). Consequently, there is an increase in the likelihood that these consumers would purchase the product. As such, these celebrities increase sales, due to an increase in attention towards advertisements, in which they participate. Furthermore, there is an extension of the celebrities’ credibility from their areas of fame to the product that they endorse (Boyland, Harrold, Kirkham, & Halford, 2012, p. 659). Moreover, sensationalism has made its way into marketing strategy, as consumers tend to identify to a greater degree with products that are endorsed by the so called regular guy. As a result, advertisers now believe that celebrity endorsement is very effective. The relationship between