Free Essay

Consumer Marketing

In: Business and Management

Submitted By Ajasiz
Words 1802
Pages 8
Ajasiz Johnson
American Intercontinental University
Consumer Marketing
MKT655 – Research Methods in Marketing

June 23, 2013

Abstract
Celebrities are often used by advertising agencies to endorse their products in an attempt to persuade the consumer to purchase their products. This paper discusses how celebrity endorsements tend to have an effect on consumers.

Consumer Marketing
Introduction
Advertising obviously plays an essential role in the success or failure of a product. In some cases, using celebrity endorsers to promote products has been quite an effective campaign strategy for advertisers. Celebrity endorsed campaigns are created to sway the consumers and to promote a positive image. Research on Brand Endorser and Consumer Perception
Since one of the key objectives of an advertising agency is to persuade customers to purchase the products they represent, an advertisement’s credibility plays an intricate part in heightening the sense of appeal to potential consumers. The enormous amount of money that is allotted for advertising budgets for celebrity endorsements indicate that they are vital in the “advertising world”. Pursuing a celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and objectiveness (Till and Shimp 1998). Even though it may sound vain, when creating campaigns, advertisers also have to consider the attractiveness, physical appearance, personality, etc., of the celebrity. An attractive, likeable, celebrity spokesperson has been proven to reach audiences more effectively than an unattractive spokesman. A celebrity spokesperson has great influence on consumers. In comparison to “normal” spokespeople, celebrities evoke massive attention and remembrance. They increase awareness of a company’s advertising, create positive feelings towards brands and are perceived by consumers as more entertaining (Solomon 2002). In some instances, celebrities being used in advertising positively affect consumers’ opinions and buying intents. In this ever changing, influential world, consumers sometimes need a recommendation regarding a product from someone they feel is trustworthy, as they tend to listen to, or be inspired by, the celebrities they admire. Therefore, it is crucial for the celebrity to convey honesty and integrity when endorsing different products. The double-edged sword comes into play, however, when popular celebrities’ images take a nasty turn for the worse. For instance, we all know that the late, great Michael Jackson was one of the world’s most popular and best singers/performers who ever lived, but when the scandal broke about sexual misconduct by him toward children, Pepsi “snatched” their ad from him as they did not want the bad publicity associated with their brand. Since consumers “make or “break” a business, Pepsi more than likely would have lost a large customer base had they continued to use Michael Jackson as their spokesperson. Example of a good product-endorser match and its implications.
Celebrities are becoming more influential in today’s society, so advertisers try to take advantage of this concept by procuring them to endorse their products with the hopes that they will be able to positively promote their products. While it is true that they (celebrities) tend to influence consumers to purchase the products they endorse, a watchful eye must be kept on endorsing too many products. By endorsing multiple products, a celebrity’s image of trustworthiness can be jeopardized, along with the brand’s image (Tripp, Jensen, & Carlson, 1994). Shaquille O’Neal is an example of a celebrity who endorses the right amount of products to be noticed but not enough to be over exposed. His endorsements have included: Buick LaCrosse, Gold Bond Powder, ReeBok, and Pepsi. By him promoting only three or four products at a time, it appears that he is an “expert” regarding the products that he endorses, which sends the message to the consumer that he knows what he is talking about. One of the products that Shaquille O’Neal endorses is the Buick LaCrosse and when stated that he’s got shoes bigger than the car (which I thought was hilarious), it immediately made me think, “Economy”. If ever a consumer is in the market for an economy, top of the line, nice looking car, he’ll probably remember that commercial and perhaps purchase the car.
Example of a bad product-endorser match and its implications.
It seems that in order for a person to effectively represent a product, that that individual’s likes and dislikes should be researched so that the endorsement may be more genuine. For instance, Kristen Bell (actress) advertising Oscar Mayer products would be a poor product-endorser match as research shows that she is a vegetarian and therefore, would not be a good match to promote meat products. Being asked to represent a product that she does not believe in would question the integrity or trustworthiness of the endorser. A poor endorser-product match, however, is more along the lines of someone representing too many products. Justin Timberlake endorsing Kellogg’s Frosted Flakes, Gillette Shaving Crème, Ace Hardware Nails, Toys R Us, and Seagram’s Gin, would be considered over exposure and will negatively contribute to the person’s honesty, believability, and likeability. The message conveyed to the consumer could easily read: “One person couldn’t possibly know something about all of those products”. Reasons may be found in the lack of distinctiveness, with one famous person endorsing several products instead of concentrating on and representing one specific brand (Schlecht, 2003).
Primary Research Rationale Behind the Product-Endorser Pairs Chosen
It holds true that if someone captures your attention, you become interested in their success (or failure) whether you know them personally or not. For instance, when Jennifer Aniston and Brad Pitt divorced, my feelings were hurt because they seemed to be the “perfect” couple as well as being people that I wouldn’t mind knowing personally. I also enjoyed watching television shows and movies that they starred in and it didn’t hurt that Brad Pitt and I share the same birthday. Jennifer Aniston is still someone that I like to follow, Brad Pitt, however…not so much! The five celebrities were chosen primarily because I have grown to enjoy watching them on television and on the big screen and my curiosity were piqued to want to know more about them. They all seem to engulf all of the qualities that a great endorser must have to be able to promote a product. The attempt was to have each endorser promote a product that he would care about and one that he would not feel as strongly about. Presenting “true feelings” makes a more genuine campaign.
Product-endorser match 1.
Will Smith exudes credibility, trustworthiness, and attractiveness and since he loves to ride his bike and appears to be in great physical shape, a great product for Smith to endorse would be a Schwinn bicycle. He would also do well promoting Pressman Chess sets as one of his favorite hobbies is playing chess. What would not be a good product to endorse would be Bass Pro Shop. Fishing requires being reserved as well as being able to sit still for (sometimes) long periods of time. This sport does not seem to blend well with Smith’s personality and therefore, fishing rods would not be a good product to endorse.
Product-endorser match 2.
Kristen Bell is loveable and likeable and is quite pretty. She could reach out to millions with Colgate Teeth Whitener as she would be quite convincing with the great smile that she has. Bell would also do well endorsing Pampers as she just gave birth to a beautiful baby girl. As stated before, however, she would not be a good endorser for meat products because she became a vegetarian at age 11.
Product-endorser match 3.
Chris Anderson, incredible on the basketball court, and seems to have a great personality, would be awesome at representing a tattoo parlor as he obviously loves inking his body. He would be fantastic at endorsing Colgate Teeth Whitener as he has a gorgeous set of teeth. Anderson would not do well representing Mark Kaufman fur coats as he, too, is a member of PETA.
Product-endorser match 4.
Jennifer Aniston is gorgeous, has a charming, trustworthy, full of life, kind of personality. There are a few products that she would do well by being paired with, but the one that sticks out the most is Ponds cold cream. Aniston looks flawless at 44 years old and would do well promoting this product to women in her age group. She would also be great at endorsing a work-out DVD as she exercises five to six days a week. By the same token, a product that she would not pair well with would be M&M’s candy as she is an exercise buff and takes her caloric intake very seriously.
Product-endorser match 5.
John Travolta – I love all things John Travolta! He has been a favorite since Welcome Back Kotter! Travolta has charisma, is attractive, trustworthy, and credible. He would do well promoting a Boeing airplane since he is a pilot and owns one. Travolta would also be great at promoting golf clubs as he enjoys playing golf. He would not do well promoting the Holy Bible as he believes in Scientology. Primary Research: Description of the Data Collection
Upon being given a brief write-up on each celebrity, five surveyors were asked to follow the instructions and complete the surveys in a face to face 20 minute session on which two products would best fit the celebrities’ personalities and which product would not.

Research Results

Research results show that consumers prefer someone they can “trust” when endorsing products as opposed to typical consumers. Generally, the attitude toward advertising has an influence on the attitude toward the endorsers used in ads (Assaell, 2004).
Connecting the Research and the Study Findings
In a utopian society, we would all be discrepancy free, but in today’s society, i.e., the real world, research has shown that no one is free from flaws. Religious consumers can discontinue supporting John Travolta because believing in Scientology may be a flaw to them. The survey findings revealed, however, that the five celebrities that were chosen overall have positively impacted their communities, have become favorites of more than just myself, and that they (surveyors) would be willing to purchase products (or at least consider purchasing them). Conclusion Though consumers generally “connect” with celebrities and support the products that they endorse, being able to couple the perfect celebrity with the perfect product is really just a “stab in the dark” Perhaps one day, there will actually be a method to the madness! References Assael, H. (2004). Consumer Behavior: A Strategic Approach.
Schlecht, C. (2003). Celebrities Impact on Branding.

Solomon, Michael R. (2002). Consumer Behavior: Buying, Having, and Being.

Till, Brian D. and Michael Busler (1998). Matching Products with Endorsers: Attractiveness versus Expertise.

Tripp, C., Jensen, T. D. & Carlson, L. (1994). The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions.

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