Abstract This paper will argue the implement of celebrities in marketing communications. What is the rationale for the use of celebrities in advertising and part marketing communications? Why do firms marketing guns take to utilise celebrities, often at considerable expense, rather than use other forms of marketing communications? What advantages do celebrities offer, and what disadvantages or risks do they signify? Finally, what is the effectiveness of celebrities in marketing communications, and how can it be measured? These are the primary questions and issues that will be examined in the pursual pages. Marketing Communication: Celebrities The use of celebrities in marketing is as old as marketing itself, at least in the organized mass communications sense. Picture histories of advertising stack away that as soon as true advertising campaigns emerged from the cathode-ray compass of storefront signs and the equivalent of classified ads , in the 19th century, they began exploitation the learns and endorsements of actors, sports stars, and other public figures who in modern terms we would relate as celebrities. It may be appropriate here to present the term celebrity.
A celebrity has been described as a person who is renowned for being famous, who is well k directn til now beyond the realm in which he or she became famous in the first place. To take a relatively new-fangled though no longer quite contemporary example, Michael Jordans expose and image remain well known to many millions of heap rough the world who are non h oops fans. They may not know any facts wha! tsoever about his hoops career: what his on-court record was, what teams he played for, possibly until now that basketball is the sport that made him famous. Nevertheless, they know his name and touch on a positive image with him. The positive aspect should maybe be emphasized here, since we will return to it below. OJ Simpson was once a celebrity. Now he is a sort of anti-celebrity with a...If you want to advise a full essay, order it on our website: OrderCustomPaper.com
If you want to get a full essay, visit our page: write my paper