The Effectiveness of a Celebrity Spokesperson in Advertising

Many marketing companies are aware of the importance of celebrity recognition as a marketing communication tool. Because they are individuals with "famous people", the company hires celebrities. Popular and association celebrities have drawn a hope that consumer companies will move their brands to the products they sell. When companies support celebrities, they undertake and advertise the possibility and risk of spokespersons participating in events that may adversely affect 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.

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)

In the early 1930s, advertising began to play an active role in economic and social development. Celebrities are used as spokespeople to promote and promote products, services and ideas. These celebrities come from the art science, model, sports and movie industry (Kambitsis et al. 2002). Advertising brands are recognized by various celebrities. Approximately one-sixth of the world's advertisements are estimated to be celebrities.