What are you learning about your topic?
Now that I have read up and researched quite a lot on my topic about celebrity endorsements, I sincerely have learned so much and I am still continuing to learn more and more new facts about this whole topic. A few weeks ago, I had this huge question in my head of whether or not having a celebrity makes a big and significant difference in selling or promoting a product. Can companies not just sell products without having a well known person do it for them? Is there true, genuine facts and evidence that a celebrity will help persuade people in purchasing something?
So it turns out that the effectiveness of celebrity endorsements can actually vary from country to country. Just because there is a successful advertising technique in one country, that does not necessarily guarantee it means it will have the same success in another country. Some of these advertising markets may just be less developed from a marketing communications point of view. Also, in certain countries, they may have specific cultural traditions which desires the use of famous, aspirational role models. For example, in the country China, there is a very huge impact when using a celebrity to promote a product. In fact, it is actually the number one and most effective advertising strategy and technique to create this persuasive effect on the millions of Chinese consumers. More than half of the consumers in China who have purchased an advertised product was led by celebrity endorsed commercials. A majority of Chinese marketers truly desire and make it their goal to use a celebrity or well known person when choosing how to represent and bring notice to their product. Compared to the United States, Asian countries like Korea and China are most likely to showcase interdependence, concern, and family integrity in their celebrity ads while the US will try their best to display the success of individuals, success of independence, and differences among others. Another big cultural difference that affects consumer thinking is that in the US, the celebrities who are advertising are “spokespersons” while in another country like Korea, the celebrities will act and play a character for a commercial. This represents their type of low context communication between consumers and the celebrities. In the US, it is surprisingly quite different. Results from a study by Harris Interactive shows that while about 45% of US adults believe having a celebrity represent a certain product makes a big impact, a greater proportion, (51%), believe and feel like there is no difference whether a celebrity really persuades a consumer to purchase a product or not. Basically, this study follows research suggesting that “celebrities don’t have much influence over consumers when it comes to marketing campaigns. In a study of global consumers’ responses to advertising messages, Nielsen recently found that while humor resonates with a leading 47% of respondents, celebrity (12%) and athlete (8%) endorsements resonate with the fewest consumers. Another study, reported by MediaPost — indicates that celebrity endorsements garner less trust from consumers around the world than any other type of brand promotion.” For example, Ellen Degeneres is a very well-known person and talk show host here in the United States. However, none of her advertisements have landed in the top ten celebrity celebrity endorsements. In fact, she was actually an outlier in this specific study. Another surprising result that came out of this study is that celebrities who showcase their political views might be more effective. A good 58% of the respondents believe that the support of a celebrity definitely (10%) or probably (48%) changes people’s views about which candidate to support. However, some celebrities are said to be making too much money that it would be a risk for them to speak out on their political views. This could result in isolating a big group of followers who no longer want to buy your products because of your political view.
Foreign Celebrity Endorsements:
Overall, when a company has a celebrity be involved in an advertisement, it will definitely make some sort of an impact. Whether it is a small impact on consumers or a negative impact on consumers, at the end of the day, an advertisement still will make an impact on people. Throughout all my research, the effectiveness of a celebrity endorsement truly varies from place to place, different ages, gender, preferences, and more. There are so many factors that come into play when determining whether or not having a celebrity represent a product persuades the heads of consumers. It all comes down to the individual to make their own choice in purchasing a product or not.