What is the role of celebrity endorsement in marketing communication Essay

What is the role of eminence endorsement in marketing communication - Essay ExampleCelebrity endorsement is a method of brand communication whereby a renown uses his or her popularity and acts as a spokesperson for a particular product. Celebrity endorsements argon seen to defend a long lasting impact upon minds of consumers. A celebrity is an psyche who enjoys public attention and are famous for their achievements. In celebrity endorsement, celebrities use their recognition on behalf of a product and appear on base it. While choosing celebrities for endorsing products, firms should keep in mind that there must be an adequate match surrounded by characteristics of the product, personality of the celebrity and nature of target consumers. It is necessary for the target market to have adequate familiarity with the celebrity endorsing a product. There should be a symbolic match between brand image and that of the celebrity (Nelson, Tunji and Gloria, 2012). For instance, a brand s elling sports shoes can endorse its products through a famous sports personality. Companies fork up to associate qualities of a celebrity with that of the product. Through celebrity endorsements, it becomes easier for consumers to recall ads while viewing the product. In piece to gain these kinds of advantages, companies pay huge sums of money to celebrities and align their products and brand with the endorsers (Kansu and Mamuti, 2013).The contract between celebrities and the brand for the utilisation of endorsing products are generally made for a considerably long time. Firms that choose celebrity endorsement for their products are not seen to frequently change face of the brand. This helps in establishing stronger identity and brand image. Celebrity endorsements are mostly viewed as a long-term strategic decision, which affects brands value in the market (Academia.edu, 2013).The individual who endorse a product helps in creating strong perceptions about the brand. When consume rs view the