Abstract
The instrument of celebrity endorsement has become a pervasive element in advertising. This paper qualitatively examining the effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. The study revealed some impacts of acquiring celebrity for endorsement such as building awareness, quick connect, means of brand differentiation and better brand image among others. The study identified some challenges associated with celebrity endorsement which are not limited to celebrity overshadows the brand, conflicting image and influence of celebrity moral violation on brands. The paper concludes by recommending careful choosing of celebrity that his/her value will have close link with the brand been endorsed and improvement on the quality of the product by the producer as possible measures to avert the challenges of using celebrity in advertising. Using celebrities that have moral and are well placed in the society for advertisement is also key.
Highlights
There has been different means of advertising goods and services by producers from the time immemorial
An assessment of current market situation indicated that appropriate blending of celebrity endorsement and advertising strategies in terms of marrying the strengths of the brands with the celebrity’s quality will have positive impact on marketing
The complex processing in celebrity endorsement needs to be taken into consideration
Summary
There has been different means of advertising goods and services by producers from the time immemorial. AO Adedeji, 2021/ Effectiveness of Celebrity Endorsement on Advertisement in Achieving Consumer Brand Preference become a trend and a winning formula for product marketing and brand building. Marketing is one of the functions through which firm creates and retains customers for its business (Okere, 2009) Another function of marketing towards meeting the needs of customers is communicating or advertising; this is the process through which the producers create awareness about the existence of a product and informing the potential buyers the available place of purchase. Pride and Ferell (1997), define advertising as a paid form of non-personal communication of an organization and/or its products and transmit to a target audience through a mass medium, in an attempt to assist or influence the customer to make purchase decision. Late Fatai Rolling Dollar testified to the quality of Bideon Haemoglobin Syrup
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