Advertising and Promtion: The Effectiveness of a Spokesperson

Many marketing companies are aware of the importance of celebrity's recommendation as a marketing communication tool. Because they are individuals with "famous people", the company hires celebrities. Celebrities and celebrities of the association are hoping that the company will transfer to brand-selling products. When a company signs up to a famous person, the spokesperson assumes the possibility and risk of participating in events that may adversely affect advertisements of spokesperson companies and products.

A celebrity speaker can play multiple roles in an advertisement (characters may not conflict with each other) (Kamen, Azhari and Kragh, 1975), such as a speaker, a recommender, a testimonist, or an actor . A spokeswoman represents a company or brand such as a sales representative. The spokeswoman is not associated with the brand, even if it is not an expert in the brand product category. If it is a recommendation, the product advantage can be proven by personal experience of individuals or celebrities. Finally, a celebrity actor is only a dramatic actor's role in advertising.

The literature indicates that the speaker interacts with the type of brand being advertised. According to Friedman and Friedman (1979), celebrities are more effective for products with higher psychological or social risk than "regular spokespersons". In 1998, Till and Busler, Martin 1996, Till and Shimp 1998 studied the consistency between celebrity spokespersons and brands to explain the effectiveness of promoting brands using celebrities. As a result, although many celebrity recommendations were very successful, others failed completely and "celebrated" their celebrity communicators (Walker et al., 1992).

Companies typically distribute advertising messages using spokesmen and convince consumers about their products or brands. A well-known spokesperson was recognized by the company and became a celebrity spokesperson (Tom et al. 1992). "Celebrity spokespeople are not aware of product categories, they know what they achieved in their field" (Friedman and Friedman, 1979, p. 63). Actress Catherine Zeta-Jones supports the perfume manufactured by Elizabeth Arden (cosmetic manufacturer). Celebrities are recognized for their high impact potential and high recall and advertising attention. Promotion with celebrities may give positive attention to the brand, make it more interesting, increase company awareness Brand attitudes and consumer purchasing behavior may be affected. (Solomon 2002)